FEED Magazine: Software Defined, Smarter Branding

ELEVATE YOUR BRAND The evolution, and how it's worth more than money

Read the full article in FEED Magazine HERE

Not so long ago, there was a time when broadcasters invested in branding in playout only for their main channels as these were the ones with the most viewers and the highest revenues from advertisers. But today the business landscape has changed radically: broadcasters have a series of channels - some permanent with frequent live content, some thematic and others are temporary, to cover a large sporting or cultural event. Nevertheless, all need to be effectively and clearly branded to support the broadcaster's business model.

The power of a broadcaster's brand is more important than it ever has been. 10 years ago, nobody had heard of Netflix and Amazon Prime wasn't on the radar but now, their consumer brands have driven them to the top of the OTT and VOD worlds especially during the pandemic. The value in these properties is their brand and when they're delivering content they focus on how to maintain the core brand values.

Research shows that consumers only need a few negative experiences with one provider before they lose confidence in them and start to look elsewhere. In this scenario brand loyalty is critical and a consequence of this is the need for a broadcaster to brand all of its content, so that the viewer recognises the broadcaster and reinforces the perception of their core brand values.

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