Networks Want You To Hear Their ‘Sonic Brands’
Programmers Update Their Audio Signatures For 'Sticky' Impact
By Linda Haugsted -- Multichannel News, 3/14/2008 3:41:00 PM MT
With viewers becoming increasingly distracted, programmers identify themselves by things such as on-screen graphics, so those surfing by won't have to wait for a commercial break to identify the station.
Now they're also refreshing their "sonic brands," those soundscapes or ditties that are unique to their channels, rendering them recognizable even as a viewer surfs through e-mail with their back to the screen or folds laundry.
It's called "sonic branding" and cable networks have been turning to Texas-based composer Stephen Arnold for new on-screen music.
Why?
"Because you can't hum graphics," he said. "People don't watch TV the way they used to. When we do projects, we try to create the 'John Hancock' of music," he said, the bold signature that sticks in a viewer's brain like chewing gum.
Recent projects have included sonic branding for Headline News's morning and evening blocks, ESPN 2's weekend outdoor show blocks and creating a "fresh, indie music sounding" identity for Comcast's CN8 regional news network.
If you do it right, the music taps into the brain's most basic memory senses, he said, stuck in your head like the "two all beef patties, special sauce, lettuce, cheese" jingle for McDonald’s Big Mac sandwich.
To listen to some of the “sonic brands” Arnold has composed for various networks, click here.
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