Research On CQTV Brand Column On The View Of Contemporary Media

Since invention of television in 1930s, the television media has become the dominance media of the mass medias, penetrating aspects of the humanity. It has had the profound influence on the world. However, simultaneously it brings the negative influence as well obviously, especially the excessive commercialization. Therefore, it is worthy to consider of a balance between the trade and the culture. From the development of international and domestic television media, it is an effective way to build a television station's brand column by oneself. Moreover, China Television station all make own brand column at present. Gradually, the research to the brand column becomes hot.The introduction part, mainly pointed out the television has influence on the people' life since the birth of television, and points out the vital significance of brand column in commercial and the cultural puzzledom.The first chapter, "Contemporary Television Developing Way Must Be Taken—Television Brand", through the competition pattern which faces to the current Chinese television medium, provincial level television station such as CQTV must insist to build brand column strategy so as to win in the intense market competition.The second chapter "Take Receives Audiences as Core Construction to Build Television Brand", by the television - the audiences, the television brand construction must take the receive audiences as the core, the research on history as well as our country television market.Third chapter "Brand Road of the CQTV ", I review and analyze the development of CQTV, researching on three brand columns, namely " Fog City Night Talk", "Talk on Law" and "Chating". Finally, I give my own proposal according to the characteristic of respective column.The conclusion part, I points out that it is important to carry on the television brand strategy, when CQTV among the CCTV and the regional station.