| At present the overall situation of provincial satellite television (SAT-TV for short) news programme is far from being satisfactory. It has been marginalized in the ranking of provincial SAT-TV channels, but in the meantime it is incapable of bracing up. Confronted with such condition, this paper points out that news programme plays a significant role in the development of provincial SAT-TV: it can help provincial SAT-TVs dominate the market and lessen market risks, and outstanding news programme can be set up as an important token of a high-quality and high-profile provincial SAT-TV. Therefore, news programme must not be considered as a "resource of marginal importance".Then how to make a success of provincial SAT-TV news programmes? This paper puts forward a strategy of building regional brand. This strategy requires provincial SAT-TVs to take account of the necessity of audience and market so as to succeed in brand positioning by means of fully exploiting the regional news resources and thoroughly exploring the characteristics of local economy, culture and politics and so on. Then those characteristics should be incorporated into the news programmes to equip the programmes with good brand image and distinctive brand individuality, thus to enhance the audience's loyalty to the brand and to improve its market share as well as dissemination effect.This paper also interpret s the strategy from the perspectives of macro-planning and business measures. On the macro level, this paper holds that provincial SAT-TV news programme should take its locational advantages, and under the general direction of regionalization, identify the distinction between itself and competitors to succeed in brand positioning. Provincial SAT-TV news programme could build its brand image on the bases of authority, depth, affinity and characteristics. Furthermore, it could build its unique brand individuality through special contents and specific expressions.Finally, combining with actual instances of provincial SAT-TV news programme and from an angle of news business, this paper probes into the specific measures it should take to successfully build regional brand. Principal explorations will be made on following six aspects: how to do a good job in the classified news, how to do well in the news programmes guided by the idea of "great regional news", how to build the brand individuality in the individual form of expressions, how to do well in the in-depth reports and critical reports, how to do well in the news about people's livelihood, how to do well in the reports on important events. This paper will then exhibit that these six aspects are of great significance and value for provincial SAT-TV news programme to build regional brand. |
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