Programme Overview: The purpose of the programme is to provide a comprehensive treatment of the exploitation of content, both Theatrical Cinema and Television programming, across many entertainment and media sectors. This will include the development of revenue streams in various venues including theatrical box office, home video, broadcast television, and cable (terrestrial and satellite).
There will be a discussion of branding content and repurposing the brands across media platforms, while also analysing the development of supplementary revenue streams. We evaluate licensing, and merchandising opportunities including electronic games and music sound tracks.

Entertainment and media brand management involves the design and implementation of marketing and communications programs and activities to build, measure, and manage content and programming as an enhancement to corporate brand equity. An important goal is to provide managers and executives in the entertainment and media industry with concepts and techniques to improve the long- term expansion, growth and profitability of their brands and businesses.

An important aspect of building and nurturing these brands is the ability to create valuable long term libraries, and the ability to leverage the film and television programming across many venues. We will read and discuss appropriate case studies, to understand how the global media and entertainment conglomerates are particularly well positioned to capture these revenue expansion opportunities, and to learn what to do and what not to do. Emphasis will be placed on the role of marketing communications (advertising, public relations, direct marketing, sales promotion, special events, visual merchandising and sponsorships) in building film and television brands.

Content continues to be the definitive and ultimate ingredient in the entertainment mix of elements. For without it, distribution is an empty series of platforms. Entertainment and media executives now recognize the importance of branding talent concurrent with the exploitation of content. We have many examples of the successful development of brand franchises, including Shrek from Dreamworks, Spider Man from Columbia, and Superman and Batman from Warner in Cinema. The Sopranos and Sex in the City have been and continue to be valuable brands from HBO, along with reality TV shows on all three networks. This is accompanied by industry techniques to heighten world wide fan loyalty and thus, box office value through branding talent, including Tom Cruise, Mel Gibson, Tom Hanks, Julia Roberts, Angelina Jolie and others.

The difficulty and expense of launching new movies, each representing a new product, puts enormous pressure on studio executives, with its enormous high risk. For long term revenue growth and profitability, it is important to build entertainment brands by increasing awareness and providing added value either from content franchise, stars popularity or studios integration.

Next