Note: This is an article I wrote for CTAM Magazine focused on the changing fortunes of local networks in the midst of the seismic technological changes brought about by high-speed internet deployment. Nimble, Open-Minded, and Local By Jeff Boortz The bad news local network affiliates already know: traditional broadcasters are embracing new multi-platform distribution opportunities…
Category: Brand Strategy
Discovery Channel On-Air Promo Tactics
Note: This brand strategy was developed by myself and Lee Hunt to improve the audience retention efforts of the Discovery Channel. By Jeff Boortz and Lee Hunt There are four primary tactical approaches for keeping current viewers and capturing surfers who visit Discovery. Some of the recommendations are reflected in the proposed graphic identity and…
Travel Channel ’06 Tone and Manner
Note: This brand position and tone-and-manner document were designed to ensure that all expressions of the Travel Channel’s brand were aligned and communicating in the same manner. What is Travel? Travel is a multi-platform media brand that offers immersive, emotional, and enlightening travel experiences, travel information and expert advice to travel enthusiasts. Travel entertains while…
Travel Channel 2006 Rebrand Creative Platforms
Note: These creative platforms were developed to align all expressions of the Travel Channel brand on-air as it went through a brand refresh. The Travel Brand The Travel brand is an impression that exists within the minds of our target audience, travel enthusiasts. It is the cumulative effect of literally hundreds of encounters they have…
Travel Channel 2005 Brand Evolution Strategy
Note: This brand strategy followed an extensive period of research on the network and its competitors for the Travel Channel by my agency, Concrete Pictures. Travel Channel 2005 Brand Evolution Proposal Part I- What We Should Do First, let me thank you for giving Concrete Pictures the opportunity to be involved in this project. We…
Versus Network Promo Study
Note: This expansive research study was done to explore ways of improving tune-in by overhauling the promo graphics systems for Versus, Comcast’s sports network. I’ve done several projects of this nature since, but this is the only one that I am able to share online, as the network has evolved into NBC Sports, rendering this…