because that swells your viewing numbers and that, in turn, swells your income from advertising and subscriptions. The more eyeballs you can offer advertisers, the more you can reasonably expect to charge for each spot. If you are a subscription service, then winning and retaining subscribers is good for the bottom line, too. Branding is now about more than just reminding viewers what they are watching. Where a broadcaster once had a single channel, now it offers multiple channels, numbering at least in the tens. So your branding efforts now serve two purposes: to keep viewers watching the channel or, if they must turn away, to watch another channel you own, thereby keeping the revenue. This is more than simply putting a logo bug in the top-left corner of the screen. You need to create a whole marketing environment. If you go into your favourite coffee shop, the branding does not stop with the name on the door. Inside, the corporate identity spreads to decor, menus, cups, packaging – it’s everywhere. PROMO TIME The same practice extends to television marketing. Break bumpers, promos, trailers and more all
FACE THE MUSIC Core Music is a channel designed to demonstrate software-defined playout branding
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