Play The Characteristics Of The Broadcast Media To Shape The Brand Of Radio Channels

As one of the key competing strategies in the advanced stage of Market Economy, "Brand" becomes the essential path to media development. Especially on the advertisement market contention, brand promotion and communication are taken as the indispensable factors. This is the essential trend for all the saturated competing markets without exception for media industry. Brand of channels plays an as important role on scrabbling the limited market, attracting audience' s attention and rising up the core competing power as the sword in a war. Broadcasting, one of the three traditional medias, has to face the pressure given by newspapers and TV, as well as the challenge from streaming media, the emerging one. Along with the specialization of the broadcasting channels, series channels turned up which lead to a more furious competition. Therefore, to mould the brand of channels shows its urgency on media development. Up to now, there is no fixed model about how to build a brand of broadcasting channels, because the developing course, economical strength and scale of different channels vary from each other. The author of this thesis in prospect of the significance of Brand of Media analyses the commonnesses and specialities between the brand of media and the brand of general goods. In this article, taking some broadcasting media' s achieved experiments and.effective experience, like Phoenix TV, the most successful one, as example, it will analyze the universal rule of how to mould the brand of broadcasting channels to provide some references for the broadcasting media who are longing for the brand consciousness and success. Considering the advantages of Broadcasting Media, the basic factor, thinning the Brand of Broadcasting Media' s moulding and the key point, the audience-attraction, we can put a successful media brand into fact via the qualified programs, famous and popular shows, broadcasting stars, commercial promotion and activity planning. As well, in this article, the author stresses that to vindicate and to develop the brands...