The Construction Of TV Program Brand In Media Inosculation Situation

The age of Web2.0 accelerates the inosculation trend of media. No medium could be in a detached position facing fierce competition. Traditionally powerful TV is also feeling big pressure during the dramatic media change. At present, with the end of TV's monopoly, TV is facing ever fierce market competition, so TV workers are trying to draw nutrition from mature enterprise development theories, such as brand construction theory and integrated marketing communication theories, to put forward new brand strategy, and break a new way for TV by winning market competition through brand.With the development of internet and digital technologies, information could be released in the forms of text, picture, video and audio. The information product forms and communications channels of TV are diversified. With the help of WEB2.0, the internet is more interactive. To some extent, audience and information releaser has been melt into each other. The media inosculation trend changes the mode of the produce, transfer and acceptance of social information, prompts social development and changes media environment, which is a big challenge to traditional media in China, changing the existing, developing and competing mode of them.Under such conditions, traditional TV program brand construction method could reach better effect and win the market only by accustoming itself to the new market and technological environment and constructing TV brand by using features of both new technological and market development.TV programs are the carrier of TV image brand. TV image brands are embodied in programs and the program image brand influences TV's image brand directly. So in the situation of media inosculation, to use multiple communication channels to construct TV program image brands will be the key point to the construction of TV image brand. Given the current situation of digital and internet technologies, we must use traditional and new media and various communication channels to construct distinguishing TV image brand, so that we could win the TV media competition and better the social and economic effect of TV.As for how to draw nutrition from brand management theories, how to take advantage of both the current situation of media inosculation and the technological features of internet to break a new way for the construction of the content product brand of TV programs, it is a problem. This thesis analyzes the new development features of TV in the media inosculation, the features of information communication of new media, and fully studies the application of new technologies such as blogs and BBS during the construction of TV program brand, aiming at the discovery of a method of TV brand construction in the new technological and market environment.