Brand Communication Of TV Programs

As the media goes into the Market-oriented economy and the television programs flourish well into Brand Marketing, how to manage TV programs has stepped into an Era of TV Marketing. Hence it is critical for the national and local TV stations to develop and grow if the TV programs are full of innovations and vigor in production and management. TV program brand marketing is one important aspect that should never be ignored in the development of TV industry in China.Based on the theories of Communication and Marketing, this thesis adopts the theory of communication to explore the importance of the necessity and trend of Brand Marketing of TV programs. The thesis analyzes the strategies of Brand Marketing (including the process of brand setting, brand image, brand popularization, extension and expansion) and the ways of TV program brand marketing, which imply the concept of marketing, the ways of marketing. The marketing concept in this paper embraces the awareness of audiences, innovation, integration, quality, individuality, market, and humanism etc. and the ways of marketing comprises interaction marketing, activity marketing, and integration marketing. Finally, the paper analyzes two cases from the perspective of these theories above. The first example is the case of a popular TV program produced by JXTV, which is named Legend told by Jinfei. This program has been very successful in many ways. And it is explored in the aspects of brand strategy and marketing strategy, which indicate the appropriate program image project, program feature, and high quality. By using warm humanism, brand strategy and marketing strategy are successfully integrated. Another example is also a famous program from JXTV. It is named Chinese Revolutionary Songs. This program has adopted the strategies of distinctive marketing, activity marketing, and individualistic packaging to integrate Chinese popular culture and revolutionary culture. This program has brilliantly diffused the culture of revolution and progressivism and at the same time strengthened the local culture in marketing the program.JXTV has integrated its own local features into the marketing of TV programs, which made it grow from a regional TV station to a national famous strong media unit. By exploiting the challenging strategies of brand marketing that we have mentioned above, JXTV has widened and broaden its brand effect, improved its media management result, brought up the continuous increase of its media asset, and finally realized its full development in the environment of mass popularization and positive industry interaction.