Introduction to Mass Communication, Media Literacy and Culture by Stanley J. Baran

Worksheet 8-3 Branding Television

If convergence means anything, it is that major players from one medium must develop an identity, or at least a presence, across other media. Even the venerable television networks, the giants of television, are forced to brand themselves – create an identifiable presence – across other media. In our digital age, naturally, that branding carries over to the Web.

Choose an old-line network (ABC, CBS, NBC) and a new network (Fox, the WB, UPN) and find their Web sites. Then, answer these questions about your choices.

Network 1:
Network 2:

  1. Which networks did you choose? What are their URLs?

  2. Briefly describe their sites.


  3. How do they brand or identify themselves visually?


  4. Can you determine from their sites how they brand themselves demographically? How so?


  5. Follow (click) links on the home pages to five other sites offered by the networks. What are those sites? How do they reinforce, if they do, the networks’ branding?


  6. Do the sites offer an e-mail or other interactive means of contacting them? If so, do it. Ask a question or offer a comment. What is the response? Is it consistent with the networks’ branding? How so?
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