Broadcast branding

Frederico Gaggio

Channel branding is a challenge for interactive TV. To be effective, this needs to reflect the channel's offering and separate itself from the competition with a distinctive, relevant on-air personality.

Broadcasting Branding

Federico Gaggio, head of new media at English & Pockett, discusses the challenges of channel branding for interactive TV

No broadcaster or brand owner today can afford to ignore the impact of digital technology in terms of the sheer volume of competitive brands operating in the marketplace. The advent of interactive TV gives a further impetus to the development of broadcast branding. The way is now paved for high street brands to become platform providers, in direct competition with traditional broadcasters. Ordering a brochure from an ad or viewing a product demonstration, accessing home shopping and banking,...

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