This article explores the relationship between place-branding and creative industries in post-industrial urban landscapes, with a particular focus on Wales’ capital city, Cardiff. It examines the production and representation of place by close reference to BBC Wales’ television production as a case study of place-making. It draws upon original research undertaken for BBC Audience Council Wales that sought to gauge the cultural impact of BBC Wales’ landmark drama production. Questions of ethics, representation and cultural identity are explored through analysis of developers' and broadcasters’ promotional materials, key speeches and interviews with television commissioners, and focus groups with BBC Wales’ viewers and residents of Cardiff and the rest of Wales. Arguing that television is a powerful medium for representing and branding place, the article contributes to debates concerning the relationship between national media organisations and urban regeneration projects.