Host/Hostess Celebrity And Their Programs Study On Phoenix TV Host/Hostess

Every evolution in media brought great changes in communication and society. The innovation of character and print made communication beyond the limit of time and space. It made messages be stored in the moving media. It made people in different times and places communicate with each other. The invention of broadcast started a time of mass communication; let people realize the big strength of mass communication. TV gives people special enjoyment both on sight and listening. It can create a personal communication environment. Science and technology improvement and personal communication needs motivated the media developments while media developments also make the society change a lot. Communication plays an important role in human activities, and media is a key element in communication. Every innovation in media is memorable and significant. At first, TV was not acceptable by the public, but now it has become the most important media in people's daily life. The competition between TV stations is getting harder. TV can be considered as merchandise. They can use brand strategy to stand out from the tense competition. And good programs are basic of one TV station. Because good programs can attract audience be loyal to the TV station. Host as an human element in TV communication is a representation of the program. If he/she has a consistent brand image and position with the program or TV station, he/she will leave audiences of big impression both on physical and psychological. So build host celebrity is an important strategy in TV competition.In this paper, the writer picks Phoenix TV as an sample, to study on the development of host/hostess celebrity strategy and the relationship between host/hostess stars and their famous programs by discussing on the features of Phoenix TV host/hostess stars and their programs, in purpose to indicate the effects and limits of host/hostess celebrity strategy in TV competition. Then try to find implications and learning for the host/hostess celebrity strategy of TV stations in mainland.