TV and Digital Promotion: Agile Strategies for a New Media Ecology

电视和数字推广：新媒体生态的敏捷策略

• 批准号: AH/J006475/1
• 负责人: Paul Grainge
• 金额: $ 11.24万
• 依托单位: University of Nottingham
• 依托单位国家: 英国
• 项目类别: Research Grant
• 财政年份: 2012
• 资助国家: 英国
• 起止时间: 2012 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=AH%2FJ006475%2F1
• 关键词: TV; Digital; Promotion; Agile; Strategies

This project investigates the emergence of new kinds of promotional culture for the television industry in the digital media era, engaging with Britain's leading media and broadcast design company, Red Bee Media, and other media and communications companies, to explore the priorities and challenges of a key UK creative industry sector.The development of a multichannel, multiplatform television environment has created new challenges for TV channels and media brands. With viewers able to choose between, and move across, a wide variety of digital channels, platforms and online services, the television industry has been obliged to find new ways to reach and engage increasingly fragmented audiences. Within this context, a burgeoning creative industry sector has emerged, specializing in brand communication, promotion and design. In seeking to capture and manage attention within a competitive media landscape, promotion has become a major component of TV output and broadcast design. This can range from promos that trail individual programmes and idents that brand channels/networks to new forms of branded and interactive content. TV and digital promotion has become a particular area of creative industry strength in the UK. However, as a sector, it has been conspicuously overlooked in arts and humanities research. Red Bee Media is one of the world-leading companies in broadcast and digital media design, creating logos, idents, trailers, promos, on-screen graphics and interactive entertainment for TV companies and media brands in national and international markets. Formerly part of the BBC, Red Bee is unique in combining technological and creative services to broadcasters and brand owners. It was responsible in the 2000s for the brand identities of BBC One and UKTV, numerous international and digital channels, and the entire Olympic branding of the 2008 Beijing Games for the Chinese broadcaster CCTV. Red Bee is strategically positioned - and positions itself -as a company particularly able to respond to rapid changes in the media environment. This project engages in knowledge exchange with Red Bee in order to address a series of shared research concerns about media promotion in the digital age. Through analysis of Red Bee's creative work practice (following the company's BBC Olympic work in 2012 among other case examples), the project facilitates industrial self-reflection about promotional work and Red Bee's creative leadership in the field. More specifically, the project explores the way that 'agility' is being sought and pursued in promotional terms. Agility has become an operative term for the way that TV/media brands, and the companies that sell them expertise, are striving to navigate viewers through a rich and complex media terrain. This will be further explored through workshop activities drawing together academics, telecommunications and digital media companies focused on the emergent (and agile) promotional form of 'social television.' Finally, the project will curate two events with the BFI that bring Red Bee together with Crystal CG (the company responsible for the digital promotion of the London Olympics) and other key figures in the production of television's promotional materials to open out public discussion about the artistic and cultural value of TV promotion and digital media design. The Olympics provides a topically relevant lens through which to explore promotional screen culture as digital and multiplatform strategies are central to the promotion of the London Games.Following on from previously-funded AHRC research on branding and promotion in the film and television industry, this project will encourage a range of interactions between academics, industry practitioners and public audiences, generating knowledge and understanding about TV promotion as a professional discipline, as a form of screen content, and as a source of UK creative industry leadership.

本项目旨在探讨数字媒体时代电视行业的新型宣传文化，与英国领先的媒体和广播设计公司红蜂传媒（Red Bee Media）以及其他媒体和传播公司合作，探讨英国创意产业的重点和挑战。多渠道、多平台电视环境给电视频道和媒体品牌带来了新的挑战。随着观众能够在各种数字频道、平台和在线服务之间进行选择和移动，电视行业不得不寻找新的方式来接触和吸引日益分散的观众。在此背景下，一个新兴的创意产业部门已经出现，专门从事品牌传播，推广和设计。为了在竞争激烈的媒体环境中吸引和管理注意力，促销已成为电视输出和广播设计的主要组成部分。这可以从跟踪单个节目的促销活动和品牌频道/网络的标识到新形式的品牌和互动内容。电视和数字推广已成为英国创意产业的一个特殊领域。然而，作为一个部门，它在艺术和人文研究中被明显忽视。Red Bee Media是世界领先的广播和数字媒体设计公司之一，为国内和国际市场的电视公司和媒体品牌创建徽标，标识，预告片，宣传片，屏幕图形和互动娱乐。Red Bee以前是BBC的一部分，在为广播公司和品牌所有者提供技术和创意服务方面独树一帜。在2000年代，它负责BBC One和UKTV的品牌标识，众多国际和数字频道，以及中国广播公司CCTV的2008年北京奥运会的整个奥运品牌。Red Bee的战略定位-以及定位自己-是一家特别能够应对媒体环境快速变化的公司。该项目与红蜂进行知识交流，以解决一系列关于数字时代媒体推广的共同研究问题。通过对Red Bee的创意工作实践的分析（继该公司在2012年的BBC奥运会工作以及其他案例），该项目促进了对促销工作和Red Bee在该领域的创意领导力的行业自我反思。更具体地说，该项目探讨了在促销方面寻求和追求“灵活性”的方式。敏捷性已经成为电视/媒体品牌以及向他们出售专业知识的公司努力在丰富而复杂的媒体领域引导观众的方式的一个操作术语。这将通过研讨会活动进一步探讨，研讨会活动将学术界、电信和数字媒体公司聚集在一起，重点关注“社交电视”这一新兴（灵活）的宣传形式。“最后，该项目将与BFI策划两个活动，将Red Bee与Crystal CG（负责伦敦奥运会数字推广的公司）以及其他电视宣传材料制作的关键人物聚集在一起，以公开讨论电视宣传和数字媒体设计的艺术和文化价值。奥运会提供了一个主题相关的透镜，通过它来探索推广屏幕文化，因为数字和多平台策略是伦敦奥运会推广的核心。继之前资助的AHRC关于电影和电视行业品牌和推广的研究之后，该项目将鼓励学者，行业从业者和公众观众之间的一系列互动，了解和理解电视推广作为一门专业学科、一种屏幕内容形式以及英国创意产业领导力的来源。

项目成果

Production Studies, The Sequel

生产研究，续集

• 发表时间: 2015
• 作者: Johnson, Catherine;Grainge, Paul
• 通讯作者: Grainge, Paul

"Show us your moves": trade rituals of television marketing

“秀出你的招式”：电视营销的交易仪式

• DOI: 10.1108/aam-06-2014-0022
• 发表时间: 2015
• 期刊: Arts and the Market
• 影响因子: 0.7
• 作者: Grainge P

Promotional Screen Industries

宣传屏行业

• 发表时间: 2015
• 作者: Grainge Paul

The TV Brand Builders: How to Win Audiences and Influence Viewers

电视品牌建设者：如何赢得观众并影响观众

• 发表时间: 2016
• 作者: Bryant

Ancillary academia: video shorts and the production of university paratexts

辅助学术界：视频短片和大学副文本的制作

• DOI: 10.1080/15295036.2017.1286024
• 发表时间: 2017
• 期刊: Critical Studies in Media Communication
• 影响因子: 1
• 作者: Grainge P