“TV Format Protection through Marketing Strategies?”.

Singh, S., 2008. “TV Format Protection through Marketing Strategies?”. In: Television without Borders: Transfers, Translations and Transnational Exchange (An International Conference), 27-29 June 2008, University of Reading, UK. (Unpublished)

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Abstract

Commercially successful programme ideas are often imitated or adapted. Television formats, in particular, are routinely copied. Starting from radio formats in the 1950s to game shows and reality programme formats of today, producers have accused others of “stealing”. Although formats constitute one of the most important exports for British TV producers, there is still no certainty about the legal protection of TV formats from copycat versions. Since TV formats fail to fall neatly within the definitions of protected material under international copyright and trade mark regimes, producers have been trying to devise innovative means to protect their formats from plagiarism. The globalization of cultural and entertainment markets may itself have contributed to the rise of TV formats, interconnecting programming industries in a world of multiplying channels. This paper theorizes that global broadcasting and programme marketing strategies can also be used by TV format producers to protect their formats. Specifically, eight different strategies may be used: (a) trade show infrastructure and dynamics; (b) visual brand identity and channel fit; (c) brand extension and merchandising; (d) corporate branding; (e) national branding; (f) genre branding; (g) constant brand innovation; (h) fan communities. The paper develops a methodology for capturing the use and effectiveness of these eight strategies in preventing the copying of formats.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:format rights, protection, marketing strategies
Subjects:Social Sciences > Communication, Cultural and Media Studies
Social Sciences > Law
Arts > Film and Television
Group:Business School
ID Code:12195
Deposited By:Dr Sukhpreet Singh LEFT
Deposited On:10 Nov 2009 20:19
Last Modified:07 Mar 2013 15:17

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