What's in a name? Branding, the embodiment of aims, ethics and attributes, is the crucial differentiator in a commoditised market. The hard-won brand has never been so important for kids channels in unifying and fortifying their position. Grabbing shelf space with timeshift and spin-off channels, block programming, multimedia channels and merchandising all mean "the definition of a kids' channel has broadened," says Steve Grieder, senior vice-president, Nickelodeon International. "The ways kids have to engage with their entertainment choices has widened,... They want interactivity, a full multimedia experience and are not content to be passive." This leaves broadcasters with a great risk: the dismemberment and possible compromise of the brand split across multiple media.
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