| Taking the case of One Sevenths Program in News Channel of Shanghai TV Station, this paper discusses the seven-year brandbuilding road of One Sevenths as one of news investigative reporting program by utilizing the concept and theory of Brand. According to observing changes of external species, such as image promotion (including propaganda film and studio),program constructive strategy, on-camera reporter emerging, the core of program (commentary culture) and extension (advertising and marketing), the paper extracts what makes up of core elements of brand-building of news investigation report combining the cases and analyses from the practical work of the writer. The way of One Sevenths'BrandRoad after its first seven years is also analysed concerning some typical audience data. |
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