Innovating and Trading TV Formats Through Brand Management Practices

Sukhpreet Singh () and John Oliver ()
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Sukhpreet Singh: University of Glasgow
John Oliver: Bournemouth University

A chapter in Handbook of Media Branding, 2015, pp 187-197 from Springer

Abstract: Abstract Television formats form a major cultural export and yet, there is no protection under copyright law. Format copycats or imitators freely develop game, reality and talent shows based on successful format ideas. Despite this, the format industry has developed an ingenious and complex suite of market based practices that are allowing a thriving format industry to appear. This chapter discusses how TV format makers use brand management practices, in the absence of any legal solutions, to innovate and trade in their products. These include a number of practices such as: developing and managing the format brand identity, developing localized brand extensions and leveraging the producers brand reputation.

Keywords: TV formats; Television; Brand management; Media brands; Branding; Corporate brands; Brand innovation; Brand protection; Brand extension; Format rights (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-319-18236-0_13

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