Cooperation of TV Presenter Brand and TV Programme Brand: Communicative and Managerial Aspects

One of components of а successful TV program is the right choice of a TV-presenter. In order to ensure, that the project has a high rating, it is necessary to consider the compliance with a programs brand and a TV-presenter brand. The importance of brands in the alliance makes a success with the audience, which in turn will attract more advertisers. There are three hypotheses in the thesis. The first is fully confirmed. The choice of the TV-presenter affects the awareness of the audience. The second hypothesis is partially confirmed. There are programs in which a personal brand is stronger than a TV program brand. But there are projects which are more interesting than a TV-presenter. The third hypothesis is not confirmed. In any genre of a TV program a TV-presenter is a very important component of the program. The thesis has a comparative analysis of entertainment programs on main federal channels for the period of two months in the years 2016 and 2006, as well as the information of the number of fan clubs and followers, programs and TV-presenters in social networks. In addition, the conclusion is based on an expert survey. In the result, recommendations were developed on the basis of the modern concept of branding a TV-presenter brand, TV programs and a management in their alliance.