chapter  14
6 Pages

Using On-Air Media for Branding

A television station’s most valuable commodity is its own air. The brand manager has a tremendous responsibility to use this tool effectively to get the best results. However, in order for any good brand manager to know how to originate, build, or extend the brand, he or she must experience the brand. In other words, they must watch the program(s). Know what they are; know how and for what audience they’re produced. In doing so, professionals must put themselves into the mind-set of their viewers. Their eyes and minds must not reflect the attitude of a journalism or broadcasting professional but must instead reflect the so-called average attitude of someone who makes their living outside the broadcast arena. They must discover (and research) these problems, attitudes, goals, and lifestyles of their potential audience.