A Study On The Cultivation Of Brand Programs For Provincial TVs

Along with the development of visual communications, television, in the form of communications media, has got involved in people’s daily life. In recent years, both China Central Television (herein after called CCTV) and provincial televisions have a steady and fast development in China. Provincial televisions recently even develop faster than CCTV, and their market share is also becoming bigger and bigger in the media sector. However, this accomplishment is vulnerable. With the development of the new media, television industry now is facing an unprecedented challenge. In order to handle this challenge, all the provincial televisions, as the new force in the media sector, must take action to reform. Only by doing this, can they meet the needs of the times and undertake their own responsibilities. Channel specialization and program branding are two methods for provincial televisions to handle this challenge. As the excellent representative of the provincial TVs, Jiangsu TV has a tremendous development since the appearance of its branding program IF YOU ARE THE ONE, and its audience rating is far ahead of other provincial TVs. As a result, Jiangsu TV’s performance further proves the importance of the cultivation of branding program.The success of cultivation of rand specialization mainly depends on the supporting effect of its program. So to speak, program branding is the foundation of brand specialization. This thesis will first have a description over the process of program branding, which is the basic point and the origin of the TV, and then explore the better strategy to cultivate branding programs among provincial TVs. Taking Jiangsu TV as an example, this thesis will have a comprehensive and deep analysis on the cultivate of brand programs for all the provincial TVs. First, it describes the concept and value of the brand, and then takes them as the theory foundation to expound the connotation and orientation of the brand program. Second, it will give a general overview over Jiangsu TV and its representative brand programs, which will first describes its internal and external elements, and then take a deep analysis on its brand program. At last, a simple analysis over the problems existing in the provincial TVs and a study on the cultivation for the brand program of provincial TVs are given out. Besides, we should also see that now provincial TVs are still facing diversified challenges as well as the impact of the new media. So it is clear that brand cultivation will rely on the development of TV channels, which is why a comprehensive branding operation strategy is necessary for all the provincial TVs.I hope this thesis could provide a theoretical guidance for the cultivation of TV programs in the future.