Payne, Alisong2018-09-262018-09-262013https://www.necsus-ejms.org/test/branding-television/https://mediarep.org/handle/doc/3268Catherine Johnson’s book BRANDING TELEVISION (Abingdon and New York: Routledge, 2012) contributes to television studies by describing, explaining, and illustrating why and how television industries have turned to branding as a response to changes in technology. The book examines the television industries in the United States and the United Kingdom suggesting that, while the evolution of television into a digital, multi-channel, multi-platform industry has not followed a common route or time frame, the adoption of branding as a strategy to respond to greater competition has been similar in both countries. Johnson illustrates her argument with case histories from Fox, HBO, and MTV in the United States and the BBC, ITV, Channel 4, Channel 5, and UKTV in the United Kingdom.engBuchRezensionMarkenpolitikMarketingTechnologieFernsehenbook reviewbrandingtechnologytelevision79110.5117/NECSUS2013.1.PAYN10.25969/mediarep/150852213-0217