From brand congruence to the ‘virtuous circle

Branding and the Commercialization of Public Service Broadcasting

Bibliographic Data

ID7509012
AuthorsCatherine Johnson (0000-0001-9809-4444, University of Nottingham, corresponding author)
Year2013
Volume35
Issue3
Pages314-331
Publication date2013-04-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMedia Culture & Society (JOURNAL)
Journal identifiersISSN: 0163-4437 • E-ISSN: 1460-3675
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/0163443712472088
OpenAlexW2051748026
LanguageEN
Citations received10
References cited14

In debates about the commercialization of public service broadcasting little attention has been paid to the ways in which the public might experience the commercial and public service activities of public service broadcasters and the impact that this may have on the reputations of public service broadcasters. This is despite the fact that public service broadcasters increasingly depend on public support for their continued survival. Using the case study of the BBC, this article examines the ways in which the corporation has adopted strategic brand management to negotiate the relationship between its commercial and public service activities. Focusing on specific examples of the BBC’s commercial and public services, the article reveals a tension between the corporation’s attempts to ensure that all activities support its public purposes and its need to ensure separation between public and commercial work. The article argues that rather than seeing commercial activity and public service broadcasting as inherently contradictory, we should be looking at the ways in which public service broadcasters can better communicate the relationship between their commercial and public service activities while continuing to argue for the social and cultural value of publicly funded broadcasting

Advertising · Broadcasting (networking · Business · Commercialization · Corporation · Negotiation · Political science · Public broadcasting · Public relations · Public service · Public value · Service (business · Law · Media Studies and Communication · Marketing

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