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sold on cast
sold on character (anti-hero cop)
sold on intertextuality (similarity to e.g. Broadchurch and Nordic noir)
sold on genre with a twist – focus on trailer
sold on enigma – social media buzz
sold as a BBC quality drama – mark of trust
sold worldwide – global context
coverage in magazines. Some merchandising (e.g. calendar, spin-off books)
creation of series “brand” – “Welshness”
these elements target different audiences
Hesmondhalgh argues that companies use these techniques to minimise risk and maximise profit. With its second series and high profile, this reflects his notion of major media institutions formatting their own cultural products.
