Study On The Current Situation Of Variety Shows Of Provincial TV Station

TV variety show is the product of fission and convergence of Chinese TV programs of entertainment during the developing process. Through TV, the variety shows display various artistic forms like music, dance, folk art forms or non-artistic forms like games, competition, blend lots of entertainment elements and bring audience audio-visual enjoyment. The TV variety show in China mainland has changed a lot and has been on the rage with the social transition. At the same time, the variety shows as the highlight provincial TV stations reflect directly the development of each provincial TV station. At the very beginning, the variety shows were just the simple copies of CCTV Spring Festival. Then they showed more entertainment elements like games, intelligence, etc. At present the program models and the expression methods have been improved a lot, and the audience can enjoy programs with entertainment elements like "Reality Show", "Karaok Heat", "Wipe-out Heat", "Magic Heat", "Marriage and Love Heat" and "Talent Heat". Because the variety shows are so important for provincial TV stations, the researcher points out that branding is the new trend of development, and forming the brand image and the brand identification is the first priority in the course of brand construction. Based on the analysis of three classical cases of "Happy Camp" in Hunan TV Station, "Do You Remember" in Zhejiang TV Station, and "If You Are The One" in Jiangsu TV Station, the research shows that the Television Identification System is instructional and practical while forming the brand image. Furthermore, by means of locating the differential brand images and innovating the content of programs, the variety shows of provincial TV stations should find a new starting point and make full use of program brands so as to improve the core competence of the channel.