Although media technology will continue to evolve at an ever-increasing pace, the fundamental tenets of human nature will not. The prospect of limitless choice brought on by the marvels of technology and deregulation is both enticing and intimidating. The good news is that there will be enormous variety, the bad news is that audiences will soon realize that sometimes you can have too much of a good thing. Consumers have neither the time nor the patience to deal with today’s proliferation of products, services, and media options. The novelty of channel surfing and random sampling of program content will soon surrender to some means of creating order out of chaos. Over time, audiences will develop a smaller and more manageable program inventory or “brand repertoire” of media brands that possess a strong, favorable, and unique reputation.

Regardless of the source of the program content—-broadcast television, cable, microwave, satellite, on-line, telephony, or some yet to be invented electronic delivery system—-audiences will continue to seek program content that satisfies their needs and desires. In addition to appreciating functional benefits, such as information and guidance, audiences will also seek media brands that exude intangible or emotional payoffs. Also, advertisers and media buyers will be integrated more into the total brand equity of a media product. Business values, such as trust, integrity, honesty, and reliability, will be fused with the more conventional “audience delivery” factors.

The industry’s current preoccupation with distribution technology will eventually take a back seat to the bigger issue of audience satisfaction based on content rather than hardware. Ongoing media convergence promises a future in which all program content will be seen on one screen by using one simple tuning device. The hardware of antennas, cable boxes, personal computers, satellite dishes, and telephones will become obsolete, giving way to all-purpose “appliances” that will access with a push of a button any content we want.

In some respects the cliché of the more things change, the more they remain the same is ironically true for the brave new world of electronic media. People don’t watch technology, they watch television.

The catalyst for all our discussions about branding television has been the notion of competition, and in the coming years, introducing new media brands will be tougher in an already crowded marketplace. Similarly, maintaining brand equity for established brands will be tougher in a business arena filled with zealous challengers. To survive and prosper in this highly competitive environment, the art and science of television brand management will become ever more important.

We have presented some ideas and suggestions in this book, knowing that the human mind, with its limitless imagination, will perhaps find newer, more innovative ways of reaching any potential audience with the branding message. We have provided a platform. Dive in and have a ball!

The future is yours for the branding!