Television identities

Faced with the proliferation of television channels, the so-called historical players (TF1, France Télévisions, Canal + and M6) have developed brand strategies at the level not of channels but of groups. This article analyses these strategies by examining the channel design and self-promotion of these groups (cross-promotion between the channels on their airtime and on their delinearized media MyTF1, France.tv, MyCanal, 6Play), as well as the positioning of each group’s brand management (based on interviews with the groups’ brand and artistic directors, and their positions in the media during promotional events). It thus appears that programming remains at the heart of television, but that it is labelled by the television brand and extends at two levels: throughout the television groups, and in the online delinearized media published by them. Brand communication is now essential for television groups, to make television identifiable, and to label their programmes with a view to enhancing their value, both for linear viewing and online.