The Brand Construction Of TV Cultural Programs In The Context Of Omni-media

In the 2010,with the advent of the "All-media era",the traditional media is facing the situation of reform and transformation,and the development of TV culture programs is full of opportunities while meeting the challenges.In recent years,TV culture programs have presented many phenomenal programs,"The" "the" "CCTV Cultural Program" is defined by CCTV in 2017,which also fully shows the special background of the TV culture program,and shows the status and value of cultural programs.This paper takes "whole media" as the background of brand construction in TV culture program,Discussion on the path and significance of brand construction of TV culture program.The introduction part summarizes the concept and characteristics of the whole media,This paper combs the present research situation of TV culture program,and expounds the related research of brand science.The first chapter through the "Whole media" development context,Combing the living state of TV culture program with time node.The second chapter is based on the theoretical model of brand construction,Analysis of various links and emphases in brand building.The third chapter is the evaluation of the effect of brand construction of TV culture program,Combining with specific cases,the content is enriched by multi-angle and comprehensive.The fourth chapter is the discussion of the problem and the solution strategy,Pointing out the problems existing in brand construction of TV culture program,And propose concrete solutions strategy.The concluding part is the summary of the article,and points out the insufficiency of the thesis research,Then it looks forward to the development of the whole media and TV culture program.