Television Studios Assert Their Brand Presence in the Streaming Arena
Amidst the competitive streaming landscape, television studios are strategically flexing their brand muscle to establish their significance in the creation of popular shows.
Vanity Cards and Messaging
Studios now prominently display vanity cards at the beginning of episodes, announcing their involvement. This practice, which was once relegated to the end credits, has become ubiquitous, emphasizing the studios' production roles.
Award Campaigns and Pop-Up Events
Studios actively campaign for their shows at events like the Emmys and generate buzz through consumer events like Comic-Con. Sony, for instance, has created multiple brand extensions for "The Boys," including pop-up experiences that enhance the show's visibility and connection with fans.
Media Coverage
Studios are collaborating with media outlets to include their corporate names in news stories about TV shows. They advocate for detailed references that acknowledge their subsidiary relationships, such as "Universal Television, a part of Universal Studio Group."
Historical Background
Traditionally, studios remained in the background while networks received the recognition for TV hits. However, with the decline of syndication, studios realized the need to assert their ownership and capitalize on long-term exploitation.
Multi-Platform Marketing
Studios have evolved into multi-platform marketers, recognizing the importance of branding not only on television but also on streaming services. They supplement network and streamer marketing efforts and promote their own awards campaigns.
Talent Acquisition and Image
Studios prioritize ensuring that talent understands their partnerships. By showcasing their executives and attribution in award ceremonies, they aim to attract talent and establish their identity in the industry.
Conversation Dominance
As the industry shifts towards streaming, studios are strategically positioning themselves in the conversation by emphasizing their content supplier role. This ensures their visibility and marketability in a crowded marketplace.
Key Message
Studios are leveraging various channels to enhance their brand recognition and assert their crucial role in the creation and ownership of successful television shows. This strategy is essential for maintaining relevance and influence in the evolving streaming landscape.