THE TELEVISION BRAND: AN ALGORITHM

The article analyzes the key problems of formation of a television brand in the context of the systemic problems of media brand formation. On the Russian market there was a contradictory situation: the experts in strategic marketing weren’t actively applying the principles of a television brand, though there was a useful foreign experience, which remains unclaimed. To grow the domestic television on a new level author (Marketing Head of ZEE TV Russia channel) offers the adaptation of Western theories and practices taking into account the peculiarities of local TV viewing.

brand, media brand, TV brand, TV Marketing, promo, promotion, thematic TV