Designing a Culturally Relevant Television Brand Identity Using Culture-Orientated Design Model

The adoption of digital television broadcasting across the world has heavily affected TV market size and also shifted viewer preferences towards foreign rather than local programmes. The challenge for stakeholders is how to preserve local cultural values in the new digital platforms, where consumers decide what and how they watch. Using Moalosi's culture-orientated model, this qualitative study looks at the extraction and categorization of relevant Ghanaian sociocultural values enshrined in concepts of human dignity that translate into sociocultural values. It analysis and translates the values into brand ident (identity) design features at the early stage of design. Results indicate that fusing associated sociocultural values into TV brand channel ident design connects consumers to their traditions. TV idents creatively associated with sociocultural values make a brand unique and relevant in this multichannel era.