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The TV brand builders : : how to win audiences and influence viewers

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In this book, authors Bryant and Mawer present readers with a comprehensive examination of how the biggest television networks, channels, and programs are created as brands first and media second. The authors have organized the sixteen chapters that make up the main body of their text in four parts devoted to the context, the building of TV channel brands, building and promoting TV program brands, and building brands in the age of online TV. Andy Bryant and Charlie Mawer are with the London-based creative agency Red Bee. Annotation ©2016 Ringgold, Inc., Portland, OR (

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