TV-profiler på TV4
En studie om hur TV4 arbetar med personliga profiler
Brand idenityBrandingProfilingMedia communicationCommercial TV companyDifferentiationMedia marketMarketing communication
In the media world today it is important for TV-companies to differentiate since the number of competitors has increased. The competition is more complex today because of the possibility to broadcast throughout satellite and cable. As a company you need a strong brand in order to differentiate the company from the competitors. The brand of media companies are set by the content of the offer, which means that the program and the people connected to the television program has an importance for the sake of how people experience the company. For a commercial TV channel the content is also important because it attracts the viewers and as a consequence, also attracts the advertisers. In this thesis, we have studied how a Swedish TV company works with people in order to strengthen its identity and brand and the reason for this. We have examined a commercial TV company, TV4. The company consists of one big mainstream channel and several smaller niche channels. To study how they work, we interviewed five managers from different departments in the organisation. People as brand identity and the uses and gratification theory gave us a wider understanding of why the company work with profiles. The results of our study showed that TV4 works with a number of TV hosts and celebrities in different ways to createa stronger brand. Theseprofiles have several extensive functionswithin the company. They are the messengers of the identity and the brand that the company tries to communicate. They symbolise the brand of TV4 for the viewers and assist in creating an identity for the smaller channels or to attract the viewers. The results also indicate that the company is aware of various needs the viewers requireand that the profiles operate to fulfil those needs.Well known profiles create a personal relationship to the viewers which is one of the reasons why they use profileswithin the establishment. Another reason is that the company believe thatprofiles are important to attract viewers and be competitive.