Television clutter ‐ the British experience

The promotion of television programmes and television channels is becoming increasingly important in the UK as it is elsewhere. This study focuses on those forms which appear on‐air between programmes on British television and which have come to be known collectively as “clutter”. The forms which this clutter takes and their marketing communications functions are discussed, with analyses provided of specific examples. A number of issues arising from the growing practice of on‐air promotions are identified and suggestions made for possible future research in the field.