| Since China adopted the reform and opening-up policy, the market has been on a prosperousdevelopment. Great changes have taken place on social formation and people are gaining more and more onwealth. With the rapid economic development, many inevitable social contradictions and problems alsoemerged, such as the widening gap between the wealth and poor, social unrests and the lack of spiritual lifedespite of the increase in income.Under such backgrounds, various forms of public welfare organizations,public welfare undertakings in our country came into being which contribute a lot to dissolving socialcontradictions, upholding social harmony and improving people’s happiness. Recently, the combination ofpublic welfare undertakings and traditional media incubated the public welfare TV programs and providedopportunities for its development.In recent years, the SARFT (the state administration of radio, film andtelevision of TV entertainment programs) released a series of cutbacks and bans on a batch of TVentertainment programs of homogeneity, the vulgarization. Therefore, TV entertainment programs areseeking for public interest elements to cater to the demand of the audience. The emergence of publictelevision entertainment programs solved the embarrassing problem that public welfare programs with lessattention. Conform to the times, the programs bring audience with human kindness and help resolve thesocial problems. Nowadays, TV programs develop both in quantity and quality. A brand of the TVprograms is the basic strategy for standing-out and long-term development.The thesis comes with a perspective of Television Broadcasting Science, Brand Science andMass-communication. It analyzes the brand shaping of China Dream Show and Dream Star Partner on hardand soft sides. It explores the secrets behind the success of these programs and concludes on problemsfound in them and is expected to benefit relative programs. |
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