LocateTV Blog

The eminent meeja guru David Lieberman has posted an article about the rebranding of US cable networks at USA Today.

As the cable TV market gets increasingly crowded, David reports on how channels desperate to secure a memorable identity are renaming and repositioning themselves to better identify with their viewers and clarify their brand. In many cases this appears to mean that they come over all Web 2.0, with stations such as OLN, INDH and The Biography Channel becoming Versus, Mojo and Bio.

It’s a sensible move when you consider that networks are increasingly having to diversify into providing online content. Another factor is the imminent explosion of High Definition TV, with channels wanting to secure a successful identity in the expensive digital switchover, which will leave no room for weak contenders.

Ssome are worried that the struggle for viewing figures will come at the expense of niche markets, with channels wanting to appeal to as broad an audience as possible; or that sexed-up rebranding will be seen as an opportunity to push more violent and explicit programming.

It’s an interesting and relevant debate for the team at LocateTV. Reading the comments on Lieberman’s article, the issue seems to have reinforced the concern that the proliferation of TV content is only bringing with it more confusion and more junk. It’s impossible to channel-surf or browse nowadays; you have to know exactly what you want to watch when, or risk wading through hours of nonsense - and it’s even more difficult to find out where it might be showing when channels are rebranding themselves across the board.

Surely a pretty good justification for the importance of LocateTV; do you agree? How have your viewing habits changed over the past few years? Do you love the choice we now have and feel that TV has become better and more democratic?

Or do you, like one of Lieberman’s readers, agree with The Boss himself Mr Springsteen, and think it’s a case of 57 Channels (And Nothin On)?

Lottie