The Research On The Cultivation Of Brand Tv Variety Show Host

Nowadays TV has entered into the age of brand. Brand program mea ns highratings, high rate of return and high-quality med ia ima ge. The major med ia have thebrand strategy as the core of their ma nagement. The introduction of the idea of brandprogram ma nagement, the la unch of brand programs and the promotion of brandprogram hosts /hostesses have become the trilogy of brand construction of the med ia.The host/hostess is at the forefront of TV med ia and is the spokesperson of the ima geof his or her TV program. Throughout the construction of med ia brand, the brand ofprogram host/hostess is the most dynamic and characteristic part.At present, in the increasingly popular variety show the functions of theirhost/hostess have been deepened with the richness and development of both contentsand forms of the programs. A host/hostess is at the center of a program, being"thegenera l director"or"comma nder". Those variety show are popular with the commonpeople due to their distinctive characteristics of hosting styles and their uniqueprogram ma nagement mode also determines the importance and feasibility of thebrand construction of their hosts/hostesses. The majority of the hosts/hostesses whoare most popular with the audience are those in variety show. For insta nce, ZhaoZhongxiang and Ni Ping who once were active on the stage, as well as such currentpopular stars as Li Yong, Dong Qing etc., they have not only brought high ratings, butalso strong dynamics into their med ia. However, when we have a survey of the currenthosts/hostesses in variety show, brand hosts/hostesses are but few, the powerful effortsfor la unching hosts/hostesses and the value of the brands are not proportiona l, there isstill need to deepen the realization of brand hosts/hostesses.Therefore, on the basis of the variety show analysis of the characteristics and thecurrent development situation of TV variety show programs and their hosts/hostesses,and with the research along the way of the development of the brand ofhosts/hostesses, the author summa rizes and puts forward a feasible pla n of cultivatingbrand hosts and hostesses for TV variety show programs, intend ing to help set up ascientific system of theory of cultivating brand hosts/hostesses for TV variety show,and to optimize the socia l capital, the med ia resources and the potentia l of huma ntalents to promote the brand construction of med ia.