A Study Of Provincial Satellite Tv Channels Brand Communication Based On Mass Communication Media Theory

With development of TV industry in China, media has made great progress from province to county. The provincial Satellite TV channels has stood out and become the backbone in China's media industry. But it has encountered much more difficulties and obstacles in the course of its moving forward due to fierce competition from its rivals. Ipso facto, the provincial Satellite TV channels has to be converted to be branding. Brand communication is playing a positive role in both provincial Satellite TV channels and TV's industrialization. After continuous explorations and practices, the provincial Satellite TV channels have taken great strides along the road to branding transmission with Chinese characteristics. Brand communication not only creates lots of wealth for provincial Satellite TV channels but brings enormous revolutions to our society as well.The article firstly demonstrates the brand and significance of the TV media, then the necessity and process of being branding. The author analyses the TV's organizational features, communication function and its significance to our society by the numbers, which is based on Mass Communication Media Theory. The provincial Satellite TV channels has to give consideration to economic effectiveness, what's more, it has to highly function in the society.In the middle of the article, the writer analyzes brand communication of provincial Satellite TV channels through the construction course, the competitors, and the mode. The writer analyzes the effect of provincial Satellite TV channels brand communication by means of researching some cases, the result as well as the drawback both exist in the economic field and non-economic field. The writer also analyzes the "homogeneity" phenomenon which appears in the process of brand communication, analyzing its advantages and disadvantages. Homogeneity may brings the great profit in the short run, but in the long run the damage is absolutely unavoidable.The writer gives some suggestion to the problem caused in the process of provincial Satellite TV channels brand communication. Brand communication must adhere to certain principles, id est, the provincial Satellite TV channels brand should incarnate the organization goal and communication function of television media, at the same time, systemic reform is necessary. The writer tries to design a process to the provincial Satellite TV channels brand communication, that's to say, "Find the location, fix the location, get to the location", then the complete system can be established. The writer also gives the specific strategy to the weak link of provincial Satellite TV channels brand communication, culture and consensus, on the one hand, we should strengthen the local culture dissemination, on the other hand, we should make the provincial Satellite TV channels brand communication strategy based on audience.At last, the writer presents some points for attention:the relationship between urban and rural areas must be solved well, the employee ability must be improved and the high quality popular competitive program should be provided.