| Television Entertainment program refers to the program played on TV and characterized withpeople-involved appreciation of beauty, recreation, consumption and enjoyment. It has been a shinningscene on TV of mainland China since late90s of20th century, and its marketing manipulation also becamea highlight of the TV industry of China. The main income of TV comes from advertisement, programproduction and charged program. Since90s of last century the national-wide hot of entertainment programbrought a large number of incomes, in which the central mass of advertisement stimulated market ofentertainment program. Consequently, there appears branding entertainment program.Channels and program of TV are entering the stage of branding operation. It is necessary for media tomodel brands of themselves. Just as Li Yong stands for “Extremely6+1”, Happy family for “Happy Camp”,Meng Fei for “If You Are The One” and Zhu Dan for “I Love Lyrics in Mind”, the competition amongChannels are actually competition among audience ratio of programs instead of TV channels. The brandingprogram has become the backbone of TV channels. For example, before long the opening of “If You AreThe One” of Jiang Su TV made it the second place among all provincial TVs of China, only beat by thefirst-place Hu Nan TV. In2010, when “If You Are The One” still open less than three months, the audienceratio of Jiang Su TV then was close to the “News Broadcast” and “Weather Forecast”, and also surpassedthe final champion of “Super Girls”, which is the top program of Hu Nan TV. The brand of TV consists ofthe program and its host. The hosts are not only part of the TV product, but also the disseminator andrealize. The hosts are the symbol of branding program, and the most important spokesman of TV. They arealso forming their own brands. Audience gets familiar with the program by first getting familiar with thehosts. Sometimes it is just because the audience likes a host that he likes a program. Just like a super starcan influence the box office returns, the brand value of a host can also influence the ratio of a program.This paper consists of four parts. The first part analyzes the current state of the host’s brandingphenomenon of TV entertainment program. By analysis of several channels of Hong Kong, Tai Wan, Korea,America and China, this paper concludes the similarities and differences between them, as well as the modeof the mainland hosts’ branding development. The second part analyzes the history of hosts’ branding phenomenon, pointing out that there are different stages of the development.The third part analyzes theprocesses of the hosts’ branding, indicating the relationship between host, program and channel, which allshould explore their own and joint advantages to achieve the maximization of the branding benefit. Thefourth part gives some advice with respect to the problems in the development of hosts’ branding process inmainland China. Given that there are few famous hosts in China, the channel and program should payattention to the fostering and beautification of hosts to make that brand more attractive and vigorous. |
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