Channel Branding: The Media Era Of Competition In Shaanxi Tv Break Through The Road

Since 1989, the national stars of the provincial TV set off on a wave, from 1898 onwards, the development of the provincial total of TV has gone through three stages: First, start the construction phase, the provinces class to achieve television channel after another star, at this stage, the channels are busy building, there is no clear sense of competition, homogenization of the various channels in the development stage. Second, the differentiation stage of development, through years of development to explore the various channels is just beginning to develop their own channel characteristics, resulting in differences. Third, the white-hot competition stage. At this stage, to compete for the provincial TV market, growing your own channel characteristics, influence and improve the radiation channel, channel competition between the tendency intense. To be able to in the media market accounted for a place, Shaanxi TV since 2001 been revised several different levels of channel, in 2006, Shaanxi TV channel has been a significant new revision, with its unique cultural superiority, deep The history and adequate market research, proposed the "human world" concept, determined to "humanity" as a breakthrough, combining to create the cultural and entertainment integrated provincial TV channels. However, although at the time of this revision has some influence, but after five years of development, both in Shaanxi TV program production, channel packaging is the lack of features, the revised invested heavily to build when the columns also have a few stops broadcast, which makes the development of Shaanxi TV was trouble.Firstly, channel branding concepts related to interpretation of the connotation of brand and channel brands to analyze to what is the brand, what is the channel brand. And further pointed out that the realization of the need for channel branding, channel branding to achieve not only from the current highly competitive media market determined, but also by the TV media have the commercial property and the current media trend of the Focus of the decision. Therefore, the realization of Shaanxi TV channel brand is a successful breakthrough in the media competition, the inevitable choice. Secondly, the operating conditions from the start of Shaanxi TV, Shanxi TV that the current bottlenecks in development, face serious difficulties, and analysts pointed out that the survival of existing Shaanxi TV show in which several aspects of the crisis, such as:low ratings Channel, the lack of channel influence; lack of influence of the brand part; channel packaging is missing bright spot; "superstars" the lack of host. Third, the paper facing difficulties caused by Shaanxi TV to analyze the causes in order to better serve the development of Shaanxi TV suggestions. Finally, the paper from the clear channel brand positioning, brand building channel section, to create channels and the image of the four aspects of planning large-scale activities, how Shaanxi TV Channel brand to present his views.Shaanxi Provincial TV as a TV, the media in such a fierce market competition, the task undertaken is extremely difficult. On the one hand as a television pioneer in Shaanxi, the province bears the image of the publicity and propaganda of the political tasks of important news; the other hand, to fight shoulder to maximize ratings, good job market break out of the business responsibilities. Faced with the dual social and economic considerations. The face of China's media market is growing competition, continue to strengthen their own advantages, strengthen the core competitiveness of the channel, with a positive attitude to compete in Shaanxi TV, the only way to deal with market competition. And enhance core competitiveness channel is the key to the "brand channel" is a road, the white-hot media market competition makes the implementation of "brand channel" becomes particularly important. Have each TV channel created and develop their own brands, to make it more unique and market influence, in order to seize the high ratings. Therefore, Shaanxi TV, the order out of the woods, you must make your own channel brand in the country all have a certain influence.