Study On The Brand Building Of TV News Commentary Program Under The Background Of Media Convergence

The media convergence as the research background, the Chinese mainland TVnews commentary program brand as the research object. On the background of mediaconvergence of TV news commentary in branding theory overview. Analysis of thecurrent Chinese mainland TV news commentary program development presentsituation, summarized the characteristic of TV news commentary, the contrast ofdifferent program form, analysis the problem of existence, put forward current TVnews commentary program brand shaping the way. The main part of this thesis, thetheory and the television media brand planning studies combined, expounds in detailthe TV news commentary program brand shaping method and operational procedures,and to present TV programs in our country generally use the column as the basic unit,according to " brand" the core positioning--content planning--image design--maintenance and assessment--Integration and promotion--development train ofthought, on the TV news commentary for a full range of brand shaping. Through thereference in the background of media convergence news branding success experience,combined with the mainland of China news commentary program analysis, discussesthe brand in the TV news commentary to bear social responsibility, adhere to the newsprofessionalism and occupation morality, hold the balance between the role of newsand entertainment. To promote adherence to television media mass media properties,so that the television news commentary on a wide range of development, to bettermeet the demands of audience. Through the television news commentary program thefuture development trend of prospective studies, to better guide the practice of news.