Media Branding and Brand Management: Promotion Strategies of Ukrainian National TV Channels during COVID-19 Pandemic

Tetiana  Shalman; Vitalii  Kornieiev; Nadiia  Bilan; Tetiana  Glushkova; Alla  Bashuk; Margaryta  Netreba

doi:10.36941/ajis-2022-0031

Authors

Tetiana Shalman Taras Shevchenko National University of Kyiv, Volodymyrska Str, 60, Kyiv, 01033, Ukraine
Vitalii Kornieiev Taras Shevchenko National University of Kyiv, Volodymyrska Str, 60, Kyiv, 01033, Ukraine
Nadiia Bilan Taras Shevchenko National University of Kyiv, Volodymyrska Str, 60, Kyiv, 01033, Ukraine
Tetiana Glushkova Taras Shevchenko National University of Kyiv, Volodymyrska Str, 60, Kyiv, 01033, Ukraine
Alla Bashuk Taras Shevchenko National University of Kyiv, Volodymyrska Str, 60, Kyiv, 01033, Ukraine
Margaryta Netreba Borys Grinchenko Kyiv University, Bulvarno-Kudriavska Str, 18/2, Kyiv, 04053, Ukraine

DOI:

https://doi.org/10.36941/ajis-2022-0031

Keywords:

media, marketing activity, branding strategy, TV, Ukraine, COVID-19

Abstract

The research explores the Ukrainian TV market, where major TV channels are owned by the four large media groups and are marked by peculiar branding and promotional activities. It is their branding and promotion strategies during the coronavirus pandemic that the article focuses on. To achieve this, the authors employ a systematic analysis to a sample of the leading Ukrainian channels’ broadcasting as well as to examine, in particular, their branded programs and their extensions on digital platforms launched by the media channels in order to facilitate their communication with audiences. The research reveals similarities in the channels’ promotion activities and practices of branding, common to TV industry in general. These include integrated marketing activities and branding strategies such as audience-oriented content, cross/self-promotion, new value chains, communicative engagement, sponsorships/partnerships and public relations.

Received: 30 November 2021 / Accepted: 3 February 2022 / Published: 5 March 2022