Sony Entertainment Television broadcast strategy planning Brand Marketing Design Identity Moving image

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Launched in April 2011 on Sky 157, Sony Entertainment Television (SET) is Sony’s TV channel for women around 30 (ABC1 25-44) in Britain today. SET commissioned a review into their on-air branding, marketing and design activity, and looked for guidance on how to attract more viewers.

The project started with a review of the SET brand. With focus on their target Audience Profiling Guidelines and existing identity materials – graphic design, promos, voice-over and sound – we ran 2 focus groups and examined how the brand speaks with its audience. This revealed a lot about what our audience really want to watch, when they want to watch it and who with.

We decided the channel was more ‘Guardian’ than ‘Daily Mail’ and looked into how the Guardian communicate, along with 2 more inspirational brands – Apple and Film4. We put a presentation together for SET to show why these brands work, and a range of on-air designs were produced – idents, stings and bumpers, to menus, promos and specials – using bold shapes and solid areas of colour to reflect this. Recommendations were well-received and now influence the way SET communicates with its audience.

“Jason has an excellent understanding of graphics both in print and television. His work is exciting, stylish and on time within budget. He offers a great reliable service that always comes with a little bit extra that always makes a big difference!” Tony Jopia, Creative Director UK & Italy, Sony Entertainment Television

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