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FERNÁNDEZ, P.E. Brand management and identity in public television CUADERNOS.INFO Nº 34 ISSN 0719-3661 Versión electrónica: ISSN 0719-367x http://www.cuadernos.info doi: 10.7764/cdi.34.560 Received: 03-17-2014 / Accepted: 06-04-2014 Brand management and identity in public television. Analysis of Canal Encuentro, Argentina Gestión de marca e identidad en la televisión pública. Análisis de Canal Encuentro, Argentina PAOLA ELISABET FERNÁNDEZ, Universidad Nacional de Quilmes, Buenos Aires, Argentina. ([email protected]) ABSTRACT RESUMEN This article proposes an integrated approach to El artículo propone un abordaje integral de la gestión brand management and identity of the Argentinean de marca e identidad del canal argentino Encuentro television channel Encuentro, starting from the a partir del análisis de su estrategia de marketing, en analysis of their marketing strategy, in order to un intento de determinar los vínculos que el Canal detect the channel’s links with its audience and ha establecido con su audiencia y con las nuevas new technologies. The analysis framework is based tecnologías. El marco de referencia se apoya en el on the concept of ‘cultural marketing’ (Gómez concepto de marketing cultural (Gómez Ramírez, Ramírez, 2007; Amado &, Bongiovanni, 2005), 2007; Amado & Bongiovanni, 2005), considerado en el considered within a public communication policy. contexto de una política pública de comunicación. En The systematic analysis of brand management and el desarrollo del estudio se cruzan las herramientas de corporate identity tools will be crossed with those sistematización propuestas por el análisis de la gestión applied to characterize new habits of audiences and de marca e identidad corporativa, con las usadas para the emergence of multiple screens. Included in this caracterizar los nuevos hábitos de las audiencias y process is the analysis of programming, production, la emergencia de múltiples pantallas. Se incluye en audiences, commercial exploitation and brand ese proceso el análisis de producción, programación, management meeting. In parallel, the diagnosis is audiencias, explotación comercial y gestión de complemented with the viewing of graphic elements marca de Encuentro. En paralelo, se complementa in TV openings and institutional campaigns, in order el diagnóstico con el visionado de artísticas de to establish common parameters in color palettes, apertura televisiva y campañas institucionales, a fin graphics and fonts. de establecer parámetros comunes en las paletas de colores, gráficas y tipografías. Keywords: Canal Encuentro, brand, corporate identity. Palabras clave: Canal Encuentro, marca, identidad corporativa. •How to cite: Fernández,CUADERNOS.INFO P.E. (2014). NºGestión 34 / JUNE de marca 2014 / ISSNe identidad 0719-3661 en la/ E-VERSION:televisión pública.WWW.CUADERNOS.INFO Análisis de Canal / ISSN Encuentro, 0719-367X Argen- tina. Cuadernos.info, 34, 81-92. doi: 10.7764/cdi.34.560 81 FERNÁNDEZ, P.E. Brand management and identity in public television INTRODUCTION At the same time, we will systematize the objective Nowadays we are faced with a vast media offer, audience, the established bonds, and its relationship which allows having audiovisual products available at with ICTs and social networks. any time and place. It is no longer necessary to wait for From these premises, the project intends to the time slot in which producers or TV signals decide dismantle and analyze the brand management of Canal to broadcast our favorite program, nor to be in front Encuentro from the concepts of marketing –economic of a TV to watch it. Information and communication and cultural–, in order to define its identity in the technologies –from now on, ICTs– created conditions for complex media scenario, as well as understand how the individual to manage their time in the consumption it moves in the field of new relationship technological of cultural goods and the use of technological devices. tools. This framework allows to break down the Mobile phones, computers, tablets, among others, are marketing strategies implemented by the public signal used increasingly more often by young people (and also from a double concept: as a brand and as educational adults) for viewing multimedia content. Audiovisual public signal. creative, academics and researchers see a new form of social and interpersonal relationship (Jenkins, 2008, THEORETICAL/CONCEPTUAL FRAMEWORK 2009; Scolari, 2008, 2010; Islas, 2008; Fernández, The classical conception of marketing was not 2013), which creates new business opportunities. They intended for the promotion of cultural products. For also record uses and appropriations that enable a market this reason, different authors presented, in the past where experiences acquire new values –both economic three decades of the 20th century in the United States, and symbolic– in all kinds of audiovisual formats – a new way of conceiving marketing for culture and fiction, documentaries, entertainment, among others– thereby facilitated new tools in the dissemination of for their broadcasting in the technological platforms the culture and, above all, cultural products (N. Kotler aimed at that purpose. & Ph. Kotler, 2001). As a result, a good marketing strategy will encompass It is pertinent to point out that the concept of both traditional and digital media, to complement the classic marketing began in the United States with experience of audiences and users; and in this context, the mass society and, consequently, with a hitherto cultural marketing acquires greater significance, given unprecedented consumer profile (N. Kotler & Ph. Kotler, the need to reach more customers and enhance their 2001). In the case of cultural marketing tools, perspective experience. is another: to maximize and analyze media and the In this new media ecosystem (Islas, 2008), Canal treatment of more relevant content in the promotion, Encuentro emerges as a signal aimed at a primary information and communication, for all potential audience –students and teachers– through a double audiences, of a cultural good. I.e. there is no intention relationship with screens1. Firstly, because television of adapting the product to the consumer, but to make it narrative is being influenced and changed by the new understandable and attractive for the consumer. technological devices and, secondly, because it is According to Colbert and Cuadrado (2003), in the configured as a space of trial and innovation proposals marketing manual of Philip Kotler (1967) it is stated that which will give content to those technologies. “cultural organizations, whether museums, auditoriums, At this juncture, this study intends to address libraries or universities, produced cultural goods” (p. the analysis of Canal Encuentro from its marketing 24). As producers of goods, such organizations found strategy, understood as a necessary tool when it comes that their need to attract public and resources could be to publicize a new audiovisual proposal within the solved through a marketing plan. But the design and framework of the wide current media offer –broadcast execution of marketing did not suit neither their type of TV, pay TV, satellite TV, digital terrestrial television organization nor or to their circumstances. Moreover, it (TDA) and Internet–, and do so acknowledging the is important to highlight that specific cultural marketing public character with which the signal was conceived. techniques are not always applicable to all areas of CUADERNOS.INFO Nº 34 / JUNE 2014 / ISSN 0719-3661 / E-VERSION: WWW.CUADERNOS.INFO / ISSN 0719-367X 82 FERNÁNDEZ, P.E. Brand management and identity in public television culture and/or cultural products. For this reason, comprehensive development of the brand management selection criteria are established to let organizations of the Argentinean TV signal Encuentro, both from know which technique to apply in their own planning the audiovisual production than from the objective or according to the product. In this line, Colbert and of providing an alternative to commercial television. Cuadrado (2003) characterize the existence of two criteria to identify cultural organizations and, in this METHODOLOGICAL STRATEGY way, adapt the marketing tools: the first concerning the The implemented methodology for analyzing the orientation of the organization’s mission, and the second brand management of Canal Encuentro settled in a the mode of producing works (p. 18). comprehensive study of specific literature, through According to the first criterion, it is possible to specialized theoretical sources related to the concepts distinguish two orientations: towards the market (for of cultural marketing, brand management and corporate example, the audiovisual industry) or product (an art identity. At the same time, we examined the aesthetic museum), although the authors highlight the possibility designs of the contents of Canal Encuentro from brand of establishing different gradations between the two. management, in the context of communication policies. The second criterion, according to the authors, “allows Diagnosis was complemented by the viewing of the clearly distinguishing between unique products, those opening and advertising art, in order to establish designed not to be reproduced, and serially manufactured common parameters in the color palettes, graphic and products or lots from a prototype with the aim of fonts, with the aim of developing a comprehensive achieving numerous copies at the same time ‘ (p. (18). descriptive analysis of the

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