From Column Brand Building To Channel Specialization

The legal programs of CCTV are growing with the process of the rule of law in China. This makes CCTV legal programs with strong Chinese characteristics and as typical examples for TV program study. With the development of China's judicial process and their getting in line with the international practice, the legal programs of CCTV are getting sophisticated and are able to meet the competition from international media players. Meanwhile, the competition among domestic TV programs is getting intense. Facing the competition both domestically and internationally, CCTV legal programs have to pay more attention to their strategies and tactics for growth. Thus, the tracking to their strategic development has become the source and an important part of our study.This article uses the literature methodology primarily and the historical analytic method macroscopically, combined with case analytic method and comparison methodology, takes the communication study as the main theory, and profits from the management science, the marketing study and narrative theories. The main vein of this article is connected with the full analysis of CCTV legal programs history. The concealed wiring is the implementation steps of the brand strategy used in the building of CCTV legal program. The article creatively proposes "one point", "one piece", and "one side" to divide the history of CCTV legal programs, at the same time, refines the implementation steps of the brand strategy used in the building of CCTV legal program:"Resource Infiltration""Column Brand Building"——"Channel Specialization"——"Channel Brand Building"This article consists of 5 chapters. The first chapter is Introduction, which provides the background and the significance for this article, and outlines the study literature in the past years; introduces the objects of study, framework and study methodology; The second chapter reviews the confused exploration stage of CCTV legal programs from 1985 to 1998; The third chapter is the description of Legal Report Column and "Column Brand Building" tactic; The fourth chapter describes the Society and Law Channel and "Channel Specialization" tactic. In order to make the story complete, the first section is dedicated to introducing CCTV's three newly created legal columns and one improved legal column, which resulted in prosperous legal programs in 2003. "Resource Infiltration" tactic is refined as the transition move from "Column Brand Building" to "Channel Specialization" in this section. The fifth Chapter shows the direction of Society and Law Channel is to improve"Channel Specialization" and constantly explore "Channel Brand Building".