Technologies of Engaging the Audience in Participatory Media Branding (on the Example of «STS», «TNT» and «Pyatnitsa!» TV Channels)

This study provides an attempt to comprehensively analyze the technologies of participatory media branding used by Russian entertainment TV channels. In the theoretical part of the study, the author reveals the concept, models and branding tools, defining the differences between media branding and product branding, considers the features of media branding as managerial practice and offers a comprehensive description of the phenomenon of participatory media branding. In the empirical part of the study, the author examines the official online brand community, as well as the fan communities of the “Pyatnitsa!”, “STS” and “TNT” TV channels. Using in-depth interviews with the owners of fan communities, the author reveals the motives of audience engaging in a participative media branding, and then through expert interviews clarifies the potential of audience participation in the media branding of TV channels. Based on the data obtained through in-depth interviews and expert interviews, the study developed a recommendation system aimed at improving the brand management strategies of Russian entertainment TV channels.