Building station brand identity with viewers is key to survival in today’s increasingly diverse and competitive tv marketplace, according to a panel of radio programming execs at NATPE.

Speakers at “What Tv Can Learn From Radio,” emphasized importance of narrowly targeting an audience and then building a specific brand image. Fox Broadcasting, which displays its logo on-air several times during the course of programming, has been the most successful in marketing itself as a brand name on the broadcast side, according to the panel.

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