Research On Strategy Of Star System Within Television's Brand Construction

With the development of television industries in our country, star system has been used in several television program appearances in recent years, and there also appear some new types of television star, including star anchors in Phoenix TV, super girls in Hunan TV and star scholars in CCTV, which are typical models.Concerning of paper content, it firstly points out that television star is helpful to television brand building, and induces some outstanding star strategies at present, then makes resolutions to the development, communication and extension of the television star brand by using brand theories creatively, with analyzing the background of television star building. Secondly, this paper offers applications on the problem that how television star buildings keep from vulgarity by medium responsibility theories. Last but not least, it predicts the development of the star system. As to the reality shows, the paper indicates how they keep brand from excessive development, which may lead the brand to decline.In the competition of the television industries, television organization which wants to get advantage among the market should set up the special brand for its programs and channels, and enlarging the personality factor is one of the ways. The process as follows: discover value of main persons in programs, and then communicate and extend it. Let the main persons produce deep connection with television program and channel, so build the TV brand and extend the brand influence. However, it is easy to result in brand decline because of brand excessive development. In addition, because the medium production is not equal to the general merchandise production, television organizations have to insist the social responsibility.