<p>In the media world today it is important for TV-companies to differentiate since the number  of competitors has increased. The competition is more complex today because of the  possibility to broadcast throughout satellite and cable. As a company you need a strong brand  in order to differentiate the company from the competitors. The brand of media companies are  set by the content of the offer, which means that the program and the people connected to the  television program has an importance for the sake of how people experience the company. For  a commercial TV channel the content is also important because it attracts the viewers and as a  consequence, also attracts the advertisers. In this thesis, we have studied how a Swedish TV  company works with people in order to strengthen its identity and brand and the reason for  this. We have examined a commercial TV company, TV4. The company consists of one big  mainstream channel and several smaller niche channels. To study how they work, we  interviewed five managers from different departments in the organisation. People as brand  identity and the uses and gratification theory gave us a wider understanding of why the  company work with profiles. The results of our study showed that TV4 works with a number  of TV hosts and celebrities in different ways to createa stronger brand. Theseprofiles have  several extensive functionswithin the company. They are the messengers of the identity and  the brand that the company tries to communicate. They symbolise the brand of TV4 for the  viewers and assist in creating an identity for the smaller channels or to attract the viewers. The  results also indicate that the company is aware of various needs the viewers requireand that  the profiles operate to fulfil those needs.Well known profiles create a personal relationship to  the viewers which is one of the reasons why they use profileswithin the establishment. Another reason is that the company believe thatprofiles are important to attract viewers and  be competitive.</p>

In the media world today it is important for TV-companies to differentiate since the number  of competitors has increased. The competition is more complex today because of the  possibility to broadcast throughout satellite and cable. As a company you need a strong brand  in order to differentiate the company from the competitors. The brand of media companies are  set by the content of the offer, which means that the program and the people connected to the  television program has an importance for the sake of how people experience the company. For  a commercial TV channel the content is also important because it attracts the viewers and as a  consequence, also attracts the advertisers. In this thesis, we have studied how a Swedish TV  company works with people in order to strengthen its identity and brand and the reason for  this. We have examined a commercial TV company, TV4. The company consists of one big  mainstream channel and several smaller niche channels. To study how they work, we  interviewed five managers from different departments in the organisation. People as brand  identity and the uses and gratification theory gave us a wider understanding of why the  company work with profiles. The results of our study showed that TV4 works with a number  of TV hosts and celebrities in different ways to createa stronger brand. Theseprofiles have  several extensive functionswithin the company. They are the messengers of the identity and  the brand that the company tries to communicate. They symbolise the brand of TV4 for the  viewers and assist in creating an identity for the smaller channels or to attract the viewers. The  results also indicate that the company is aware of various needs the viewers requireand that  the profiles operate to fulfil those needs.Well known profiles create a personal relationship to  the viewers which is one of the reasons why they use profileswithin the establishment. Another reason is that the company believe thatprofiles are important to attract viewers and  be competitive.