ITV – Whilst the BBC has the ethos “inform, educate, entertain” and channel 4 has the message of “mission with mischief” ITV wants to be in the middle of this. They want to be at the heart of popular culture. ITV2 is to be “home of infectious entertainment” ITV3 is “keeper of ITV timeless drama”
http://www.digitalspy.co.uk/media/news/a438502/itv1-to-become-itv-in-major-corporate-rebrand.html#~p6h6y4dthkcs5l – Andrew Laughlin – November 16th 2012
Channel 4 – they have three core values – creativity, innovation and diversity. This helps to shape their programming and define the way they work. They believe that their viewers are intelligent and insightful and they respect their viewers views and judgements. They aim to be the leading broadcaster of innovation and are committed to making genuinely original programmes, developing new talent and new ideas for television. They also believe in individual freedom and want to promote diversity of opinion and freedom of expression. They seek to enlighten viewers and want to challenge the unproven.
BBC – their mission. Is to enrich people’s lives with programs and services that inform, educate and entertain. They want to be the most creative organisation in the world. Trust is the foundation of the BBC and they are independent, impartial and honest.
MTV – the brand has progressed over the years but its core values are still the same. They started out with a focus on the music where it helped to launch the visual impact of bands through music videos. They are a channel for the younger greneration that constantly provokes and stays on the edge of new concepts. By having a brand aiming at pop culture they constantly have to reinvent themselves in order to stay current and cool.
They are the pioneer of pop culture, providing viewers with the most immediate and intimate access to the music, the starry, the movies and the lifestyles they love, it attracts a core audience of 14-24 year olds.