Branding Television examines why and how the UK and US television industries have turned towards branding as a strategy in response to the rise of satellite, cable, digital television, and new media, such as the internet and mobile phone. This is the first book to offer a sustained critical analysis of this new cultural development. Focusing on the US and UK television industries, Branding Television examines the industrial, regulatory and technological changes since the 1980s that have led to the adoption of branding as broadcasters have attempted to manage the behaviour of viewers and the...