Broadcast Branding Research Based On The Changes Of Audience Environment

With the development of the television media and other emerging media, the broadcast media has been tough challenged in recent years. How to develop the broadcast media should become the most important issue in front of all radio practitioners.This article starts with the characteristics of broadcast media, elaborates the broadcast media of the development and the status. And from the requirements of the times, media competition, mode of transmission, management concepts and psychological of the audience clarify the importance and necessity of branding. Through analysis, that audience remains the key of broadcasting branding.The article in the media ecology and environment of the media as a theoretical basis to define the concept of the audience environment and the media from broadcasting its own characteristics, material and cultural conditions in the areas of the broadcast media audience environmental changes and the reasons for the audience environmental change Some of performance, based on the actual situation of China's media market by the audience and broadcast media, interactive model.Finally, the audience based on the various changes in the environment, summed up the brand-building approach of broadcast media.The article made innovative research in the four areas. And put forward suggestions in the innovation of the audience relationship and the establishment of independent professional audience research institutions.