Tele-branding in TVIII: the network as brand and the programme as brand

In the era of TVIII, characterized by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this article argues that branding can be understood not simply as a feature of television networks, but also as a characteristic of television programmes. It begins by examining how the network as brand is constructed and conveyed to the consumer through the use of logos, slogans and programmes. The role of programmes in the construction of brand identity is then complicated by examining the sale of programmes abroad, where programmes can be seen to contribute to the brand identity of more than one network. The article then goes on to examine programme merchandising, an increasingly central strategy in TVIII. Through an analysis of different merchandising strategies the article argues that programmes have come to act as brands in their own right, and demonstrates that the academic study of branding not only reveals the development of new industrial practices, but also offers a way of understanding the television programme and its consumption by viewers in a period when the texts of television are increasingly extended across a range of media platforms

The effect of Medicare reimbursement for screening mammography on utilization and payment. National Cancer Institute Breast Cancer Screening Consortium.

OBJECTIVE: In January 1991, Medicare extended its mammography benefit to reimburse for breast cancer screening mammograms. In 1991 and again in 1993, the National Cancer Institute Breast Cancer Screening Consortium (BCSC) conducted a survey to test the hypothesis that this benefit would increase mammography use among women over the age of 65. METHODS: The authors analyzed data on non-Hispanic white women ages 65 to 74 living in 11 geographic areas targeted by the BCSC for an earlier study--six that had received cancer screening educational interventions and five control subsites--to measure the impact of the newly adopted Medicare benefit on the use of mammography and use of Medicare to reimburse mammography costs. RESULTS: The data show little overall increase between 1991 and 1993 in reported mammography use among respondents to the survey. However, in six intervention and five control subsites there was an increase in the percentage of women who reported using public payment sources to at least partially reimburse the cost of mammograms. In three intervention subsites, the increase from 1991 to 1993 in the percentage of women using public sources of payment was greater than in the corresponding control subsites. CONCLUSIONS: These findings suggest that public health interventions are more likely to succeed when educational promotion accompanies a financial benefit

Playing for celebrity: Big Brother as ritual event

If we are to understand series such as the first U.K. version of Big Brother as events, rather than just as texts or production processes, we need to draw on anthropological theory, for example, Dayan and Katz's theory of media events. This article develops an anthropologically informed argument about the status of Big Brother as event, its ambiguous claims to present social “reality,” and the connection of those claims with its other claim to offer “liveness” in a new web-enhanced form. These ambiguities can be traced not only in the discourse of the program but also in the discourses by producers and others that surrounded it, ambiguities that are ideological in the same way that “myth” was for Roland Barthes

Impossible subjects? In search of the maternal subject in Stories we tell (Polley 2012) and The arbor (Barnard 2010)

In 1977 Adrienne Rich wrote, ‘It is hard to write about my own mother. Whatever I do write, it is my own story I am telling’. Two years later, Michelle’s Citron’s film Daughter Rite, struggled with the same problem. It was, she later wrote, a daughter’s film, ‘incapable of imagining the mother’s story’. The difficulty of imagining and conceptualizing a specifically maternal subject is an issue that has continued to preoccupy feminist scholarship, becoming in the past ten years once more an urgent political and theoretical topic. At the same time a number of female filmmakers have returned to the issues raised by Citron’s film, using techniques which, like hers, also ask us to question the relationship between narrative, memory, and the various forms through which their claims to truth are made. Here I discuss two: Stories We Tell (Polley, 2012) and The Arbor (Barnard 2010). Both concern quests to recover the mother as subject, very different from the nurturing and devouring figure of Citron’s film. Both manipulate and question footage that claims a direct, indexical relation to ‘truth’; both construct a story which employs techniques of narrative fiction, yet operate through processes which challenge the authority of such narratives. In this article I explore the two films, to ask how far they succeed in bringing the maternal subject into view, and in so doing successfully challenge conventional notions of what a subject is and can be