Innovating and trading TV formats through brand management practices
Authors: Singh, S. and Oliver, J.
Pages: 187-197
ISBN: 9783319182353
DOI: 10.1007/978-3-319-18236-0_13
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.
Source: Scopus
Innovating and trading TV formats through brand management practices
Authors: Oliver, J.
Pages: 185-194
Publisher: Springer International Publishing
Place of Publication: Switzerland
DOI: 10.1007/978-3-319-18236-0_13
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.
Source: Manual