Brand Strategy On "Talk Show" Programs

In 1996, TELL IT LIKE IT IS of CCTV created a sensation in China. Its success has led to the trend of "Talk Show" programs. But the most outstanding dilemma is imitation instead of creating something new. The future of "Talk Show" programs will be influenced greatly.The present TV competition has got into the stage of brand competition. The whole TV market has formed a competitive pattern of overall situation. Any TV station which creates the brand will have the opportunity to become the winner of TV market. It will win more and more audiences and advertisements. It will get the right to talk, too. When entering the new century, the competitive tendency among various "Talk Show" programs has developed more and more intense. The most effective weapon a " Talk Show" program can use to defeat the competitors is brand.This paper begins with the present situation of "Talk Show" programs, then probes into the brand strategy on "Talk Show" programs.