In an effort to halt increasing media competition and decreasing audience shares, Branding has become the new mantra among television station and network executives. Branding TV: Principles and Practices second edition goes beyond the jargon of branding to explain the essential principles underlying successful branding and offers many practical strategies to measure, build and manage television brand equity. For instructional purposes, the book pays particular attention to the local commercial TV station and its news franchise.

Written by broadcast professionals with years of experience, this book shows how the notions of branding are no more prevalent than in the battle for dominance in local news. The practical suggestions in the book will help the savvy manager understand and take advantage of branding in their efforts to move their property to the forefront in the marketplace.

* Includes definitions of branding concepts, ways to measure brand equity, and a discussion of legal considerations

*Published with the National Association of Broadcastersone of the leading broadcast organizations

* Author team has more than 50 years combined experience!

* Second edition is fully revised to include transition to digital, ownership consolidation, and the marketing relationship between stations and networks