Research On Brand Promotion Of TV Programs In The Context Of Media Fusion

Media convergence has already been a trend for media development, so as traditional media, how to reply this trend is a problem for TV, and as the core product, what should TV programs do to promote brand under the situation of media convergence, in order to keep its station in media field. Taking brand promotion into the ground of media convergence is not only fit the development trend of meida, but also correspond with the reality of media.This paper takes a TV program of Yunnan TV Station which named Soldiers Sortie as an example, and it shows the job contents and ways of brand promotion, at the same time, it analyzes four problems during its brand promotion: first one is the lack of promotion personnel, it includes lack of management team and executive staff; second one is that the marketing channels are imperfect, more and more marketing channels lead to less and less benefits for each beneficiary, so without enough bebefits, most channels only become data instead of promotion of audience rating; third one is the promotion quality cannot be quantificated, the promotion of TV programs cannot be quantificated or gain benefits, so the meaning of promotion is questioned by others; the last one is influence of media itself shoud be promoted, because the development of media depends on its diversified development.For the brand promotion of TV programs under ground of media convergence, it is a new topic from contents to forms. This paper analyzes brand promotion from its product, then come up with a conclusion, which is that the differentiation of TV program promote the individuation of contents, channel strategy, public relationship strategy, and other promotion strategy.