Basic Conceiving On TV Media Constructing TIS

In the information society, the competition of medias becomes aboiler and aboiler, image of characteristic is the priority for TV media to take an advanced status. Purpose of this dissertation is to constitute a basic frame of TIS (Television Identity System ).TIS uses the basic mode for reference of CIS(Corporate Identity System ) in management of corporation, and develops the theory to form the TIS that is made up of TMIS (Television Mind Identity System) ,TBIS (Television Behavior Identity System) ,TVIS (Television visual Identity System) and TAIS(Television Audio Identity System). The dissertation tries to provide the beneficial assist to practice of constituting media image. The dissertation consists of three parts:The first part: the dissertation introduced the TV media and its characteristics and offers two opinions: TV media's independency and economy attribute are the structural basis and functional precondition of building TV media image. The concept of image is analyzed it from 3 points of view: subject, object and the relation of subject and object0 From above, the dissertation elicits the concept of image of TV media and in the end of this part, TIS is brought forward to harmonize the other inhomogeneous elements of image.The second part: Firstly, the dissertation expatiates that TV media moving and operating TIS is essential and possible: The severe competition, collectivization and industrialization of medias, individuation of nameplates and advancing the image of TV programs need TIS. The reform of TV management system and the experience on moldingTV image provide mature conditions. Constructing TIS is the core of this dissertation. Secondly the dissertation canvasses the staple factors of TM^ TBIS> TVIS and TAIS. Eventually, TV media are delved in a creative way from the views of system and process.The third part: From above the dissertation educes the communication of TIS is the key in course of moving and operating TIS. So conventional and simplex communication channels are abandoned, and advanced IMC(Integrated Marketing Communication) is introduced into the communication of TIS. By harmonizing four factors of TIS, all kinds of medias and communication channels, TV media can get the integrated media effects in which the audience is focus, to enroot TIS into audience' mind.In conclusion, the paper introduced CIS into the TV media image building by the systemic research on Television Media Identity System. The theoretic value is combining the image theory in Public Relations with the research of TV media management, and extends the research field of Public Relations. After the elementary research of Television Media Identity System from views of system and process, the paper brought forward that TV media image building needs Integrated Marketing Communication. From above on, the dissertation provides a basic frame for reference for Television Media Identity System which is of practical significance...