Study Upon TV Host Brand

When we try to analyze the role of a host in a program in media production business, a host is a concept of market, not just a simply professional concept In the past 20 years, we used to see program hosting as a technique and always research the role of hosts in this way. Actually, as a media to transmit, the host has its own duty, that is, to improve the reliability of the program to attract more audiences. Nowadays it becomes more and more obvious that the program should have its host's brand.This article initially constructs a host brand's operating system with the several following aspects: the confirmation of host's market role, the definition of host's brand, the basic analysis of host's brand, the marketing of host's brand, the management system of host's brand, the value assessment of host's brand, the maintenance and the crisis management of host's brand.First, the essay explains the role of the program host in culture industry of TV and makes it clear that a host of TV programs is a worker in TV industry, a product of TV culture line, a business which TV industry sells. The host plays several important roles in the brand of TV industry. The essay redefines the conception and the feature of the program host. These details are the basis of the entire essay. Furthermore, the author research some related documents abroad and analyzes the possibility of the innovation in such area.In chapter one, the author raise the question of the relationship of the host and the audience, which is the foundation of the brand construction and draw the conclusion that the relation of the two parts is giving-receiving model. The most important part in this procedure is a sense of trust. When a audience is trust in the host of a program, he must has a loyalty of this program. To the news program, the host should become a leader of the comments. To the other program, the host even might be a star. So in this chapter, the author tried to discuss how to build the sense of trust of every audience and the possibility of the host becoming a leader and a star.In chapter two, the author paid attention to how to build the brand of each host in program. The basic function of a brand is to distinguish one product to another. So in TV program, each host should have his own style. To achieve this goal, one must know how to figure a host both inside and outside. The author introduced a antitype theory so that it is practical for the reader to cultivate his own style. As the end of this chapter, the author discussed on the appearance of the host from seven aspects.In Chapter III, the author has conducted a systematic analysis to how to operate marketing of the host's brand. He carried out analysis and research from the choice of marketing strategy, the various stage of analysis of marketing, the key choices to-market, marketing objectives, and in the marketing process where is vulnerable to the error.In Chapter IV, the author has analyzed and researched the management system of the host's brand. Based on the current issues of media organization, he brought on that there should have professional management team to operate the host's brand and it's not belongs to traditional business sector. but between human resources management and marketing departments This chapter with Shanghai Media Group (SMG) examples of management and human resources support research on the system.In Chapter five, the author has analyzed and researched the value of host's brand. With no doubt, to maximize the value of host's brand is the ultimate goal of the construction of the host's brand, and scientific evaluation is an important measure scale. It expatiated what is the capital of the host's brand and the significance of the evaluation to the capital of the host's brand and the method for the analysis.Chapter six is on how to maintain the vitality of the host's brand and the crisis it will face to and analyzing crisis management First of all, it analyzed the development model and lifecycle of host's brand ,then expatiated how to avoid the declining of vitality of host's brand, including the switch and return of the host's brand, finally, discussed the crisis of host's brand that maybe come forth and how to deal with the crisis.In epilogue, the author summarized the article's main points and brought forward the strategy to establish the hosts brand, which is a need to clearly understand the nature and properly handling the relationship between three aspects and establishing five concepts.The innovations of this article are presented in the following three aspects:1,The research on the brand of host has enrich the content of the function of the host This kind of research is definitely an innovation in this area.2,The research is based in the radio and television management and marketing areas. The author discussed the function of hosts as radio and television media brands and assets. It offered a new way to understand media management and the research of host's duty.3,The research on the brand of host is a brand new area. It involved in cross-discipline integration and it was very hard to build a structure from a relatively complete system. In fact, the relatively complete system is right the innovation of this article and present the main value. This papers preliminary form the structure of the research on the brand of the hosts. All these points not only show a direction of the development of this career, but alos have a reference value when we try to discuss the subject in the media business management, marketing and the media industry.