SPECIAL REPORT

TV: building brand identity in a fragmented marketThe already fragmented media marketplace is about to become even more cluttered with the imminent arrival of new specialty services and Death Star satellites capable of carrying hundreds of television choices.As more options appear...

TV: building brand identity in a fragmented market

The already fragmented media marketplace is about to become even more cluttered with the imminent arrival of new specialty services and Death Star satellites capable of carrying hundreds of television choices.

As more options appear on the tv screen, individual station and network owners will be facing the same kind of challenge that marketers of consumer goods have been facing for decades: namely, the struggle to gain attention and differentiate oneself in a crowded marketplace.

In this special report, we asked representatives of seven tv stations, specialty services and networks how they are preparing themselves for the arrival of new players, what they are doing to make their brands stand out from the competition and how they are communicating their brand identities to viewers, media buyers and advertisers.

The report continues to page 21.