What’s In A Name?

If you want to know what your audience thinks of a title, ask them. It's better to go straight to channel flickers themselves to find out which one works than hope your production team chooses correctly. 'In this day and age when we've got about eight billion stimuli thrown at us every day, and five new tv shows premiering every week, any advantage you have to break through the clutter with a title that is distinct or interesting is really important,' says Bruce Friend, evp and md of media and entertainment insights at us-based marketing and advertising research company otx. Conducting title surveys with viewers will show which titles make a bang, and which merely whisper.