Feature
Story
-"Images"
By - Josie Cory
NEEDED
- A new face for the largest
single industry in the World - TV &
Film!
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.
-----
The
television, film and Internet world needs
an effective and sensitive public
relations arm . . . if it wants to avoid
being smothered by the Show Biz stereotype
marketing strategies and renew the
appreciation of its significance and
power.
-----
Without
direct knowledge of what the corporate
image really conveys, the television and
film industry can never be sure of the
consideration that the viewing public is
giving them and its programs . . . while
they are making important decisions on
plans that involve the public . . . and
future sales. A glance at business history
reveals that complacency, blind faith in
tomorrow and "let the future take care of
itself" thinking has wrecked many an
industry.
-----
With
a "positive image" the Hollywood
television and film producer and its
various forms of Societies created to
protect Hollywood, the tax collector and
foreign imports -- can fulfill his total
responsibility, not only to the viewing
public, but also to his
conscience.
-----
"Know
Thyself," the Delphi Oracle proclaimed
centuries ago. And to which Alexander Pope
added . . . "Presume not Deity to scan,
the proper study of mankind is man." To
which we briefly add, "Know Thy
Image."
One
last note on a new face,
our
six time frequency advertisers in
Television International Magazine will
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archives.
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Respectfully
Submitted
Josie
Cory
Publisher/Editor
TVI
Magazine
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