Images "Building
an image costs money, whether the
image is good or bad. However, it
costs twice as much to create a
good image -- when an existing
bad one must first be
eradicated!" -
Josie Cory, Publisher -
Television International
Magazine™ - MORE
STORY
An
Actor once made. . . a fortune as
the man with a thousand
faces. -----The
creation of many characters was
his stock in trade. But unlike
that actor, it is an accepted
fact among the "image builders",
a corporation profits most by
presenting just one "face" or
identity. To a large extent, a
corporation's success is a result
of the impression it makes on
people -- whether they be the
general public or other business
people. The aggressive
competition that is being waged
today for the public's time,
attention and business makes it
essential for a company to
present a uniform identity, and
continuity, to make an effective
impression on the
public.
-----The
impression that the Hollywood
television and film industry,
which produces a majority part of
all programming for the world
wide television and motion
picture theater audience, stamps
on people is its corporate image
and corporate personality. The
word "imagination" stems from
"image" as a root word. In a
similar manner, the corporate
imagination of the
television/film industry . . .
its basic drive or success
consciousness is reflected
directly in the industry's
corporate
image. -----There's
little doubt that the term corporate
image is still much on the lips
of producers or their salesmen,
and almost everyone else
responsible for promoting,
producing and marketing a feature
film or tv series -- or as for
that matter, presenting the
industry's face to the
public.
-----The
corporate image approach can't be
confined to one individual
company's public relations or
publicity department. It not only
involves top management; it must
begin with top management and
more likely in today's corporate
executive, the CEO, in the case
with the Disney/ABC Company,
Michael Eisner. As a philosophy,
it holds that every industry must
have a concept of itself --
hammered out by the brass. Rather
than just, a vague feeling that
the industry exists to make a
profit by turning out a salable
product for 365 days per year,
that garners a worthwhile rating
for a sponsor and the
studio.
-----The
communication business of which
the television/film industry is
part of, can never avoid creating
a corporate image -- but it can
choose the image it wants to
create. Take for example, the
Dot.com industry image was based
on the hullabaloos about its
customers paying billion of
dollars for Internet connections.
The corporate image was built on
watered stock sales to the
"sucker market", which for the
purpose only known to
Times/Warner, became the sibling
to AOL. Nevertheless, the Dot.com
image will never be forgotten --
the growth was phenomenal, it
gave every household around the
world a chance to become a member
of the free enterprise system,
like Times/Warner, Enron, Global
Grossing and WorldCom -- "it's
free to get in and free to get
out" - just hock the
farm.
-----Building
an image costs money, whether
the image is good or bad.
However, it costs twice as much
to create a good image when an
existing poor one must first be
eradicated. More
About Making An Impact: Go To
BUILDING AN
IMAGE
•
03h
TELEVISION
INTERNATIONAL MagazineHistory -
Founded in 1956 by ABC's Sam
Donaldson and his partner Al
Preiss.
Both
Mr. Donaldson and Mr. Preiss
dedicated themselves to bring to
the film and television industry
-- the latest "industry" news.
Since then , TELEVISION
INTERNATIONAL has been a most
respected international trade
news publication. In March, 1963,
TVI hosted the first Annual
Festival of World TV Classics
Award at the Huntington Harford
Theater. By 1987, it grew to
command the readership of
television network executives in
142 countries on six
continents.
