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Thesis
The effects of prime time sub-branding in network television: an analysis of NBC's "Must See TV"
Master of Science (M.S.), Drexel University
Aug 2012
DOI:
https://doi.org/10.17918/etd-4009
Abstract
With the accelerated growth of niche branded cable networks and content providers, consumers are better able to find programming that fits their wants and demographic traits. For traditional broadcast television networks, it is crucial to explore innovative, yet consistent branding strategies to attract desired audiences not only to support their advertising-based revenue model, but also to stay competitive in a highly saturated television landscape. One branding strategy that has been explored in the past is the use of sub-brands for certain daypart blocks of programming. In order to understand a successful sub-branding strategy, this research examines NBC's Thursday prime time sub-brand, Must See TV. A case study was conducted with both interviews and the collection of Nielsen ratings, which was organized using Excel to review the following research questions:1. What were the core elements of the Must See TV brand?2. What was Must See TV's promotional strategy over its lifetime?3. How did this daypart block fare with audiences and against competition?4. Why did its success of Must See TV end?The results of this case study gave insight to the strengths and weaknesses of Must See TV. Ratings and Share averages revealed broadcast network audience comparisons from fall 1989 to summer 2007. Interviews with current and former NBC employees gave more clarity to the brand from a promotional standpoint, and observed industry publications showed how the brand was perceived outside of the network.
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Details
- Title
- The effects of prime time sub-branding in network television
- Creators
- Elizabeth A. Yanak - DU
- Contributors
- Andrew Susskind (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4009; 991014632847504721