In this article the author offers personal views on the concept of television branding and the youth market. How do teens relate to channels? Are they brands or products? Can a channel ever be more than the sum of its programmes? What is the impact of new media on the way we communicate with teenagers? All these questions are pivotal in determining both the what and the how of youth communication.
Webb, J. (2000), "Trouble", International Journal of Advertising and Marketing to Children, Vol. 2 No. 3, pp. 223-232. https://doi.org/10.1108/eb027655
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