The Era Of Media Convergence Tv Brand Integrated Marketing Communications Innovation

Facing the Internet become more and more obvious advantages, the traditional media to be threatened by growing crises; however, the reality is concerned, the new media and traditional media do not come to destroy completely engulfed, where, as in television, as a new media appeared, and no newspapers, broadcasting, film and destroy. Leading media market competition has already begun to develop to deepness, here is not only the integration, more is the fusion.Nowadays, more and more researchers to focus research on new media, from the reality of the media environment, the traditional Chinese TV industry, still have every year tens of thousands of100million yuan of above advertising ’cake’. But when the traditional television media the height input, high consumption of industrial characteristics and profit pattern, in the face of new media, flexible operation methods and nuclear fission type audience polymerization time, the traditional media will watch the market cake was’new generation ’media is increasingly snatch,’ find a way ’became a few days ago researchers and practitioners personnel concerned topic.Oriental TV is the Shanghai media group (SMG) flagship channel, as the Chinese television media in most areas of communication value and brand influence of the satellite TV one, it is CCTV regarded as afterwards Hunan TV after the Chinese Provincial Satellite TV has the most development potential of the brand media. This article focuses on the Chinese Eastern flagship TV brand Oriental TV, as a regional brand road of practice, it in the following development, how to develop to deepness of brand competition strategy.