Channel
In a Nutshell
A channel is the medium where communication work is published or meets the target audience. It covers areas like TV, outdoor, social media, digital advertising, and print. In theory: a carrier channel. In practice: the ground where the idea has to reshape itself.
What It Really Means
The channel determines where the idea will live. The same idea doesn't work the same way on TV, Instagram, outdoor, and a website.
A good campaign understands the nature of the channel. A bad campaign copy-pastes the same work everywhere.
In agencies, the channel is often discussed at the execution stage. Yet the channel should be considered from the very beginning of the idea. Because some ideas grow in some channels and die in others.
The channel is not just a space. It's the environment that determines the idea's behavior.