The Innovation And Development Of Provincial TV Brand In The Background Of Multimedia

Recently years，the development of new media like internet and traditional media asbroadcast, newspaper and so on has influenced the TV media greatly. TV media adoptspositive measures to face with the influence while it informs and innovates constantly to faceup with the outside pressure and competition. With years of development, especially theaccumulation and mature after the reform and opening, our country’s TV media has developedinto primary mass markets. Our country has formed CCTV and Provincial Satellite channels’multi-stage development pattern. Media at all levels try their best to create survival anddevelopment strategy. TV media pay more attention to brand effect. They have realized theimportance of brand. For TV, the creation and development of brands is beneficial toimprove TV broadcast effect, helps to receive best economic returns and build TV media’sown image, besides, it also can help them to realize and overcome the problems during thedevelopment of TV media brand. Our country’s Provincial Satellite channels adopt reform andinnovation and pay more attention to establish provincial TV brand. Through the methods ofcreating specialized channels, making brand columns and so on to establish and developprovincial satellite channels.This paper analyzes the two cases of Anhui Satellite TV station’s brand construction andthe application of specialized channels in the Travel Channel, reflecting the reform anddevelopment of provincial satellite channel brands through the specific cases. This paper usesrelative theories of Brand Science, Communication, Journalism and Marketing to illuminatebrand theory and its application in TV media development’s practice field, finally come to theconclusion of the basic requirements and possible problems to establish TV media brands.This paper includes five parts. The fittest one is an introduction, mainly introduce theresearch purpose, research meaning, current situation of the research at home and abroad,research methods and research review. The second one illustrates this paper’s background: theimpact of other media’s development on TV media. The third one is the theory basis of thispaper, mainly introduces the relative research conception: brand, TV brand, TV media brand,making preparation for next chapter’s combination with application. Chapter four is the keypoint of the paper. Combine with examples to illustrate the development and innovation of provincial satellite channel brands. Chapter five point out the problems, lastly to put forwardsuggestions for our provincial satellite channels’ future development.