The Tv Brand Construction In The Visual Threshold Of The Audience

Along with the gradual improvement of the market economy system and the continuous development of the television cause, Chinese TV industry is facing the gradual intensifying competition of its interior and exterior, which is transforming from the seller's market to the buyer's market, from the spread center to the audience center and has made the comprehensive competition of the television market formed. If the media wants to survive in the fierce competition, it has to consider the needs of the audience, heighten the quality of the programs fully and strive to construct its own brand. For these reasons, using the TV program brand theory as its support and setting the program "The First Time" of CCTV-2 as an example, based on the concrete analysis of the television programs, media brand, the TV program brand and etc, this thesis has brought the related theory of the audience and the television brand construction into the practice of the program construction. Through discussing the relationships between the audience and the TV program brand construction, it tries to make the scholarly perspective of the television program brand construction in the visual threshold of the audience, to provide construction strategy and do some beneficial explorations for the development of Chinese TV program.