Wall To Wall managing director Alex Graham welcomes era when 'programme brands? have a stronger identity than the channels which are broadcasting them'
Programme brands are becoming more powerful than the brands of the channels on which they feature, according to Wall To Wall managing director Alex Graham, writes Colin Robertson.

Speaking at a session entitled Brand X, Graham said that while viewers had traditionally tuned into a channel, they were now seeking out their favourite programmes. 'We're seeing a situation where programme brands - or whatever you call them - are starting to have a stronger identity than the channels which are broadcasting them, which is great for producers,' he said.