Branding Broadcast Content Presenter: Anna Ward SBS Lawyer, Content and Rights ABU Workshop on Copyright and Media Law 21 July 2011
SBS today • 3 national television channels, including High Definition channel and 2 pay television channels delivered via Foxtel • Audio and Language Content channels nationally (AM & FM) in 68 languages plus web and TV productions -Mandarin VCC • Online network evolving for the high speed national broadband network (NBN) • Mobile distribution via partnerships
SBS Brand Online, Television: SBS and STV, Radio Social Media (Face. Book, Twitter) SBS Brand - Products (DVDs, Books, Events) Corporate - Advertising & Promotion Commercial Six Billion Stories and counting…
What is “Brand”? Formulating a branding strategy: Brand is not about reinventing an organisation or presenting it as something different from what it is. It is not about forgetting who we are, or where we have come from: it is about the ‘evolution’ of SBS as an organisation to continually meet our Charter obligations.
SBS brand Charter SBS leads the exploration of the real, multicultural Australia and our diverse world for all Australians, independently, distinctively and courageously We focus on … Commitment to audience Making a difference Curiosity and creativity
Media Industry - Competitive pressure for broadcasters Telcos Leverage Billing relationships Print Media Leverage “The latest” factor & classifieds Historical barriers to entry declining (e. g. licences & geography) Broadcasters Pay TV & Music Search Engines Mass traffic Leverage Production Houses Content is king Leverage
Where is SBS heading? Environment Mass competing interests Next stage of Multiculturalism Fragmentation of eyeballs New content services Proliferation of amateur content Global Brands SBS Exploit our difference Reflect multicultural Australia Trusted curator
The branding task? When viewers are thinking of exploring their world we need them to understand that they would be best to do that with SBS. We need our brand to stand for something special in their hearts and minds.
The branding challenge What if your content: entertainment and information is of equal value to another media organisations? That’s why content unified under a distinctive brand is important.
What is “Brand”? VISION SBS Charter & Purpose – what we aspire to be It is the intersection of three key organisational elements: • our vision (Charter and IMAGE BRAND CULTURE How people see and think about us “The way we do things around here” Purpose of SBS) • the culture of SBS (the way we do things around here • the public image of SBS
Introducing SBS logos - 1980 s
Distinctive SBS logo 1992 -2008 Cato mercator Design
SBS 90 s branding in action Ayse Kemikoglou and Ozen Ozuner; broadcasters from SBS Radio’s Turkish language program at an outside broadcast in 1990 s
Case Study: SBS Reasons for rebranding in 2009 • SBS did not have a unified visual identity • SBS’ identity had last been looked at in 1991! • SBS redefined its purpose and values for staff and government and it followed that the brand should also be reviewed
SBS – rebranding process Audience Research told us: • We were ‘out of date’ - our look was old fashioned • They were unclear about what we stood for • Not what people think of a modern media organisation • We were not playing a leading role in modern Australian multiculturalism
SBS branding process Strategy • We began with words, to give our purpose and charter “consumer friendly” language Campaigns often use multiple signs concurrently to reinforce the message We’re now ‘Seven billion stories and counting…’
SBS – rebranding process Strategy Understanding the value of our old logo, in 2008 we decided to commission a new designer to modernise it, retaining the image of the world at 23 degrees
Implementing branding process Legal Issues Using prior copyright material • Pre-existing copyright in logo design Generally, designers of corporate logos assign their work to the client • Contractual issues
Implementing branding process Legal Issues Protecting the new brand • Words/Slogans • Design • Composite works • Website
Brand protection - trade marks The marketing brief SBS sought to protect: • Words /Slogans • Logo design • Composite static works • Composite animated audio-visual works
Brand protection – slogan marks Slogans are a brief attention–getting phrase used in advertising and promotion Slogans and/or combinations of words can be registered as a trade mark if they are used to: – Identify and/or distinguish services and/or goods from those of a competitor – Indicia of the source of services and/or goods
Brand protection – slogan marks Slogans may be difficult to protect: • If the use does not successfully identify it with certain services and distinguish those from others in reality Roux Labs. , Inc v Clairol, Inc. , 427 F. 2 d 823 (C. C. P. A. 1970) • Question your client about why and how they want to use a slogan: TV, online, radio, print advertisements and merchandising?
Brand protection – slogan marks How does slogan relate to corporate ID? Example L’Oreal: ‘Because you’re worth it’ – Registered Word TM in Australia: 896313 – In Class 3: Perfume, lists other products for personal use – Owner: L’Oreal, France
Trade mark registration - colour • A trade mark may be registered with limitations as to colour e. g. Cadbury’s international registered mark: 819608 – Endorsements: Trade Mark Description: Colour Claimed: PURPLE, WHITE and BROWN; The background colour of the mark is predominantly PURPLE, with the word CADBURY in WHITE, an ellipse and broad tail flow are in WHITE and a smaller square chunk in BROWN. • Unless otherwise specified trade marks are registered in respect of all colours
Trade mark registration - sound • A sound can be registered as a trade mark • For example, the Sakata WORD mark on packaging plus the jingle that repeats the syllables SA-KA-TA in TV commercials
Initially, 4 trade marks registered ® 9 classes: 9, 16, 25, 28, 35, 38, 41, 42, 45
Why it is important to trade mark Newsflash: ABC stands little chance of stopping Ten Network from launching AM program. (18 July 2011). The ABC is unlikely to be able to protect its long running radio program AM est 1967 because it has not registered the name of its flagship radio show as a trademark. http: //www. theaustralian. com. au/business/ media/abc-stands-little-chance-of-stoppingten-network-from-launching-amprogram/story-e 6 frg 996 -1226096371450
International brand protection - trade mark • Often it will be in the interests of a broadcaster to protect its trade marks internationally, especially because of global internet use and online sales. Example: – Australian Broadcasting Corporation (ABC) has registered its logo as well as BANANAS IN PYJAMAS in Europe.
International brand protection - trade marks Consider: • It can be very expensive • Focus on the most important marks, markets and classes: analyse where you programs/products are distributed • If you protect a mark in one territory, you may have the advantage of a six month window from your national filing date in which to apply for your international marks
International brand protection - trade marks Practical tips: • If you apply under the Madrid Protocol, Australian applicants, for example, can apply in up to 80 countries at once, including the European Community, the USA, Japan, China and Russia • But excluding non-signatories to Madrid e. g. Canada and New Zealand, so you would have to use agents in those territories.
International brand protection - URLs Trade mark protection will not automatically reserve you a web address To protect its brand, SBS registered www. sbs. com. au , www. sbs. com. au/news etc. We also registered <www. sixbillionstoriesandcounting. com> and www. sixbillionstoriesandcounting. com. au
International brand protection - URLs • If available, it’s easy to obtain a domain name by going to the national designated centre. • SBS uses an au. DA accredited registrar www. melbourneit. com. au to manage our portfolio. • Yesterday Ms Rammit Kaur from KLRC for Arbitration spoke about how the system works and on Domain Name Dispute Resolution
Summary of discussion • Formulation of branding strategy You must wed IP to business strategy • Implementing effective branding • Management and Monitoring • IP protection and enforcement
In house Brand Management SBS has a Brand/ Trade Committee to develop and manage its IP assets. Members from Marketing, Radio, Commissioned Content, News, IT, Distribution and Sport. Meets quarterly / Quarterly Monitoring service. Managed by Legal. Centralised Budget. Benefit of TM attorney, as required.
Acknowledgements Jacquie Riddell, Director of Marketing SBS http: //www. sbs. com. au/blog/107828/The-SBS-brand Wayne Covell, trade marks attorney Worthy of the Name ® www. waynecovell. com Kimberly A. Eckhart, Winston & Strawn LLP, San Francisco Prepared by Anna Ward © 2011, All rights reserved
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