Hgtv and Brand Identities

Topics: Scripps Networks Interactive, Great American Country, Food Network Pages: 4 (1641 words) Published: April 11, 2013
Branding Identities on HGTV
The Home and Garden Television network has successfully made its way into the family rooms of many American homes. The network displays a variety of how-to shows with a focus on home-and-garden improvement, maintenance, renovation, craft and remodeling (Wikipedia). The HGTV website claims their television station sparks creativity in viewers' homes and self-empowerment in their lives. The Home and Garden Television network, although welcome to all viewers, mainly attracts middle-aged women, as well as inspiring artists or interior designers (Everett). These inspiring artists and designers often fit into the stereotype of fashionably up-to-date women or openly gay men, similar to the hosts seen on the network’s programs. The HGTV network displays a brand identity for itself by airing programs and advertisements that attract middle-aged women and inspiring designers and decorators, and also by displaying the common values of these frequent viewers. In this essay, I will provide examples of HGTV’s brand identity through advertisements and specified episodes of particular network programs. The Home and Garden Television network belongs to Scripps Networks Interactive, along with the Cooking Channel, the DIY Network, the Food Network, Great American Country and the Travel Channel. These channels collect audiences that are 73% women, 60% homeowners, and have an average age of 48 years (Scripps Network Interactive website). This means that a majority of the viewers are middle-aged women, whom probably have a family and own a home. For this reason, the Home and Garden Television network advertises products that middle-aged women, along with other inspiring artists would find useful or vital for bettering their home. If an audience member tunes into HGTV for a thirty-minute period, the viewer is likely to see an advertisement pertaining to home improvement or gardening. The Home Depot, a superstore dedicated to home improvement, is often...

Cited: Everett, Anna. "Trading Private and Public Spaces @ HGTV and TLC: On New Genre Formations in Transformation TV."Journal of Visual Culture 3.2 (2004): 157-81. Print.
"HGTV." Wikipedia. Wikimedia Foundation, n.d. Web. 08 Apr. 2013.
"HGTV Remodels." HGTV Remodels- Home Planning, Kitchen & Bath Design : HGTV Remodels. Home and Garden Television, n.d. Web. 08 Apr. 2013.
"Scripps Networks Interactive | The Leader in Lifestyle Media." Scripps Networks Interactive | The Leader in Lifestyle Media. N.p., n.d. Web. 11 Apr. 2013.
"" Ed. SFGN Staff. South Florida Gay News, 23 Jan. 2012. Web. 08 Apr. 2013.
Williams, Mary E. "How HGTV Paved the Way for Gays." Chicago Sun Times (2012): n. pag. Print.
Wright, J., and J. Wood. "Perceptions of Job Description: Interior Decorator, Interior Designer, and Architect."PERCEPTUAL AND MOTOR SKILLS 87.3 (1998): 1443-52. Print.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Examining Nokia's brand identity and positioning Essay
  • Brand Identity Essay
  • Brand Identity Essay
  • Brand Identity Essay
  • The Importance of Brand Identity Essay
  • Starbucks Brand Identity Essay
  • Brand Identity Essay
  • Brand Identity Essay

Become a StudyMode Member

Sign Up - It's Free