Andy Bryant is Managing Director of Red Bee and has established the agency's reputation as a leader in TV brand identity and promotion and as a pioneer in content marketing on moving screens. A frequent speaker at leading industry conferences including the European Broadcasting Union and PromaxBDA, Bryant has presented on TV brand strategy and creativity across Europe and in the US, Asia and Australia. He is an Honorary Professor of Film & TV Studies at the University of Nottingham and also an Independent Member of the Governing Council of the University of Sussex.

Charlie Mawer is Executive Creative Director of Red Bee, responsible for their global creative output. He has overseen complex network rebrands for the BBC, UKTV, Virgin Media, DreamWorks, NBCUniversal and Fox International and entertainment marketing campaigns including Doctor Who 50, World Cups, Olympics, RTE2, Universal Channel, BBC America and Comic Relief. Mawer's many creative awards include PromaxBDA, Creative Circle, BTAA, D&AD and a BAFTA nomination. A former chair of Promax UK, he has lectured widely for Tedx , the BFI and D&AD, EBU and Visuelt. He has contributed to books on TV marketing, is a governor of a specialist digital academy and trustee of Riverside Studios.

Includes examples drawn from globally recognised channels and networks, Sky TV, BBC, Fox, ITV, NBCU, AMC, Comedy Central, HBO, UKTV etc. It also includes examples drawn from universally loved television shows including Doctor Who, Mad Men, Game of Thrones, American Horror Story, and major sporting events such as the Olympics and Paralympics.

AcknowledgementsIntroduction Part One: The context 1 Marketing in the world of televisionThe invisible pyramid
Marketers as content makers
Keeping a distance
Too many cooks?
The Tao of tv marketing
Three sides of a triangle
When it all comes together
NotesPart Two Building TV channel brands2 What's the point of a tv channel brand?
Predictions of doom
The Unknown Prince Charles
Going on safari
Jam decisions
Detectives, wrestlers and dogs
What's in a line?
Blue skies and fruit bowls
Ingredients of success
Cloudier skies
Notes3 Relaunching a TV channel: waving a flag on the horizon
Share wars
Virgin Atlantic, Chicken McNuggets or Pampers?
The invisible channel
Flags, lighthouses and shipping lanes
Two little questions
A better version of Steve
'Doing a Dave'
Spreading the wit
Law and order
Pawnshops and tow trucks
An oasis of fun
X marks the spot
Vorsprung Durch Characters
Updating a classic
Flag wavers
Notes4 The 800lb gorillas: building a big broadcast brand
The big three
In the frame
Clocks and globes
Circle time
Shouting to the blue summer sky
'You're going to reap just what you sow'
A brand in poor health
A rallying cry
Good enough is not enough
The big brand builders
Notes5 The risk takers: building a TV channel brand with attitude
A revolution
A body with arms
Dipping a toe
Brain, heart and gut
A fearless network
The risk takers
Notes6 Idents: giving a channel a personality
Puzzles and blocks
Packaging with a purpose
The 2s
Killing 'boring'
Setting the blocks free
The origin story
An enduring role
NotesPart Three: Building and promoting TV programme brands7 Marketing drama: glimpsing the future, unravelling the helix and speed dating
Why it matters so much
Speed dating
Emotional engagement
Down the lens
Universal themes
Glimpsing the future
The three-act structure
Music and rhythm
Finding a voice
Divide and conquer
Will it work on a pencil case?
Returning in the fall
Notes8 Timing and other secrets: a guide to promoting TV comedyThe hardest part
Crimes against comedy
This time next year we'll be millionaires
Deconstruct and reconstruct
Officially very funny
The secret...
If you work in marketing, kill yourself
Taking the marketing on the road
Go out on a laugh
Notes9 Selling the news
Editorial balance versus marketing reductiveness
Choppers, dopplers and boots on the ground
The fight to be first
Moving a mountain
Anchorman
Closer to the people
Making people care
Re-creating the News
The biggest stories sell themselves
Future challenges
Notes10 Promoting entertainment shows: scrubbing the shiny floors
Pressure in the spotlight
Lasting brands
The great survivor
Creating an event
The phone lines are open now
Hosts or format? You decide
Sociable. Shareable
Taking the show on the road
Putting on the party frock11 Documentaries and reality: stories and storytellers
Why we watch what we watch
Programmes visible from space
Creating factual stars
Child labour
What type of storyteller are you?
Seasons and stunts
Shark Week
Treat it like a thriller
Scoring the thriller
Future focus
Notes12 Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion
More important than life and death
Understanding a sports fan
Knowing the tribes
Seeing the funny side
Not giving it 110 per cent
In tune with the nation
Animation to avoid elimination
A successful campaign
The big ones
Shared memories
Putting the talent upfront
A P McCoy clings on
Bumping and grinding
'The Game Never Ends'
Notes13 Marketing to children: nailing jelly to a moving train
Stories and characters
Involve me and I'll understand
Kids on screen
Playing along at home
Tracking down kids away from TV
The inventors of mash-up
An ever-changing audience
All the way through childhood
Keeping the worlds apart
Talking to the grown-ups
Kids versus parents
Past and future generations
Rebels with a cause
Merchandise as marketing
A trusted friend
Showing character
Rewarding the viewers
NotesPart Four: Building brands in the age of online TV14 Storyworlds: blurring the lines between content and marketing
A 'fatal' fall
Oceanic 815, The Serial Huntress and Bicycle Girl
Is it content or is it marketing?
Building early: the launch of Defiance
Creating immersive experiences
Developing characters: 'Let's Go To The Mall'
Sending 'love letters' to the audience
Keeping the storyworld alive
Taking the story into the real world
So where next?
Notes15 Social media: from viewers to fans to friendsTwo essential truths
The water cooler on steroids
Word of mouth amplified
It's all about the fans
A gas in your system
Before, during and after
Between the tent poles
Big data
Launching with social
Building a following
Being the first
Being responsive
Forging new bonds
Keep it in perspective
Notes16 The future of tv marketing: seismic change, timeless principles
The enduring power of hits
The evolution of curatorial TV brands
Assertive producer brands
Fewer, bigger, better
Building an on-demand brand
The rise of usage-based promotion
Getting personal
A hybrid fuure
Our manifestor redux...
NotesAbout the authors
Index