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Innovating and Trading TV Formats Through Brand Management Practices

  • Sukhpreet SinghEmail author
  • John OliverEmail author

Abstract

Television formats form a major cultural export and yet, there is no protection under copyright law. Format copycats or imitators freely develop game, reality and talent shows based on successful format ideas. Despite this, the format industry has developed an ingenious and complex suite of market based practices that are allowing a thriving format industry to appear. This chapter discusses how TV format makers use brand management practices, in the absence of any legal solutions, to innovate and trade in their products. These include a number of practices such as: developing and managing the format brand identity, developing localized brand extensions and leveraging the producers brand reputation.

Keywords

TV formats Television Brand management Media brands Branding Corporate brands Brand innovation Brand protection Brand extension Format rights 

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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.School of LawUniversity of GlasgowGlasgowUK
  2. 2.The Media SchoolBournemouth UniversityBournemouthUK

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