'TV Format Protection through Marketing Strategies?'

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

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“TV Format Protection through Marketing Strategies?”

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

Interactive Food and Beverage Marketing: Targeting Children and Youth in the Digital Age

Looks at the practices of food and beverage industry marketers in reaching youth via digital videos, cell phones, interactive games and social networking sites. Recommends imposing governmental regulations on marketing to children and adolescents

Virtual marketing in virtual enterprises

Virtualization caused tremendous evolution in the economics of marketing channels, patterns of physical distribution and the structure of distributors and developed a new concept that is known as virtual marketing (VM). VM combines the powerful technologies of interactive marketing and virtual reality. Virtual enterprise (VE) refers to an organization not having a clear physical locus. In other words, VE is an organization distributed geographically and whose work is coordinated through electronic communications." It should be mentioned that here VE encompasses all other similar phrases like Virtual company, virtual corporation, etc. One of the greatest challenges facing business owners and managers – both for traditional and virtual organizations- is finding a way to cost−effectively communicate frequently and consistently with their target markets; and the virtual marketing perform this function at the best possible. In this paper, we focus on the concept of “Virtual marketing in virtual enterprises”.virtuality, Virtual marketing, virtual enterprise

Walley School Community Arts Center Feasibility Study: Appendices

Having a large capacity (over 300 seats) in Walley School demands a major investment in space and cost. Taking this into consideration, the business planning team conducted research and spoke with several individuals in an attempt to inventory and assess the community’s auditorium capabilities. Our research on existing auditorium spaces uncovered many interesting things. We found that there are over 15 existing auditorium spaces available within a 17-mile radius from the Walley School building available for public use

Social Media Strategic Plan For Under Armour

This thesis is a study of the effects of social media on an organization’s integrated marketing communications strategy in general and provides a proposal of how the sports apparel company Under Armour could use social media to enhance its promotional strategies. It is a discussion of the implications that social media has on consumer behavior with focus on how social media has changed the way today’s consumers interact with brands. This thesis provides an analysis of the growing importance of social media being implemented within a business. Benefits discussed include the appeal of social media over traditional media, increased customer satisfaction, increased loyalty, and brand awareness. A list of essential social media networking sites is discussed under the different platforms of networking, promoting and sharing, highlighting their importance to a business. Under Armour’s current social media presence is discussed and how social media has become a new component of the Integrated Marketing Communications (IMC) mix. An illustration of how Homeland/Embassy strategy uses social media is provided as an example of how Under Armour could use social media in its IMC mix

Delivering elder-care environments utilizing TV-channel based mechanisms

In this paper, we present a smart environment for elderly. What makes the development of such system challenging is that the concept of smartness for elderly brings to the extreme the idea of invisibility of the technology. In our experience, elders are well-disposed to new technologies, provided that those will not require significant changes - namely, they are invisible - to their habits. Starting from this consideration, 200 caregivers responses were collected by questionnaire, so as to better understand elders' needs and habits. A system was subsequently developed allowing elders to access a number of "modern web services" as standard TV channels: at channel 43 there is the health status, at channel 45 the photos of the family, at 46 the agenda of the week, just to mention few of the available services. The content of such services is automatically generated by the smart devices in the environment and is managed by the caregivers (e.g., family members) by simple web apps. Fourteen families were asked to install the system in their house. The results of these experiments confirm that the proposed system is considered effective and user-friendly by elders