The Effectiveness Of The Brand Column On The Brand Casting Of TV Stations

Under the background of intense competition regards the brands of Television media, the overall TV image packaging become the most important approach to establish TV brand. To establish the TV brand with own unique characteristics play significant role in gaining competitive advantage, and the concept of brand extends from economic domain to media domain. Hunan Satellite TV(HSTV) has no doubt to be one of the most successful TV channels who establish and develop their own characteristic in provincial satellite TV station in China.HSTV focus on entertainment brand that establish their unique TV brand. Their tips are worth learning from.HNTV endures popularity these decades since it established. Main program includes“Happy Camp”, “Super Girls”, “Day Day Up”, “Your Face Sounds Familiar”, “I am a singer”,etc. HNTV bring forth the new through the old and provides the best platform for brand columns establishment. This continues creativity of brand columns ensures HNTV's sustainable development such as the reality TV show “Where are we going Dad” filmed in 2013 which push HNTV to a new height.The analysis of this article includes data analysis, comparative analysis, experience summarize, case study, etc. This article mainly analyzes the brand characteristics of “Where are we doing Dad” and its enforcement for the entertainment brand of HNTV as well as expounding the positive role of establishing own channel brand. TV station should realize the importance and necessity of own channel brand to keep channel brand development. As the commercialization of the media market, the competition of TV brand extends from economic domain to media domain.Major TV brand such as Jiangsu TV, Zhejiang TV, Dongfang TV dive in the competition and worth to be learned although not as perfect as HNTV. Brand is the intangible assets of TV media and the value of brand stems from the attention, approval, trust and loyalty of the audience.These successful TV brands have high value not only because of high popularity but also the relationship between brand and audience.The innovation of the article is that analyze the influence of brand channel in view of one example and how to establish own brand according to own characteristics.