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Ideas and technique to help you promote and image radio

The BBC One Christmas promo

Unlike in radio, television viewers tend to choose between programmes not stations. Most tv promos therefore drive appointments to view.

Christmas is a big exception though, and over the years, one channel has consistently out-performed all the others, becoming the UK’s natural home for Christmas and other major shared national events.

So here’s BBC One doing its big branding number for 2011. Fab.

For readers overseas, every UK home gets BBC One (plus seven other commercial-free public tv channels, ten network radio stations, local radio and websites) in return for a licence fee which costs just under 40 pence a day.

Disclosure: I am contracted to the BBC (although not a part of it funded by the public licence fee).