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,...