TY  - BOOK
AU  - Johnson,Catherine
TI  - Branding television
T2  - Comedia
SN  - 041554842X
U1  - 384.55068 
PY  - 2012///
CY  - Abingdon, Oxon, New York
PB  - Routledge
KW  - Marcas de fábrica
KW  - Mercadeo
KW  - Estados unidos
KW  - Inglaterra
KW  - Teledifusión
KW  - Estados Unidos
N1  - Incluye bibliografía; Introduction: but television´s not soap!: approaching television branding -- Branding and the US television industry. Deregulation, differentiation, and niche targeting: the emergence of branding in the cable/satellite era -- From channel brands to service brands?: US television enters the digital era -- Branding and the UK television industry. Competition, fragmentation and commodification: the emergence of branding in the UK television industry -- The end of public service broadcasting?: branding Channel 4 and the BBC -- The texts and intertexts of branding. Of idents and interstitials: channel branding -- Longevity, transferability and multiplicity: programme brands -- What´s at stake in television branding?
ER  -