The Construction Of Chinese TV Brand Program Research

With the development of science and technology, the media industry ushered in the three nets fusion of digital media era, TV media industry has successful transformation from the institution and enterprise group, the brand the keywords have been media industry become a lock and the necessity of the development of road. TV brand strategy is an important means to obtain fierce competition, television as a mass media, being applied to a wide audience life, brand TV programs can quickly gathered popularity, so to strengthen the brand construction, TV programs from the brand was introduced from the inside to outside of strengthening, only by constantly perfect TV brand construction, brand show vitality and influence to lasting.Brand on TV programs, first of all, the brand benefit will be a great boost TV ratings, with the aid of the brand, TV programs can more to attract audience condensed popularity, it is conducive to the long-term development of the program. Secondly, the brand is helpful to the audience to distinguish different programs, convenient to choose according to the audience loved to watch the TV program content, media development so far have hundreds of TV channels, audience how to choose to watch programs, no doubt, have high visibility of the mature brand TV programs will become the first choice of the audience. Nowadays more and more intense competition between the media of the environment, TV media want to seek their own development way in the competition and occupies a place, we must find out to your program features and form their own brand culture way, thus, TV brand construction has become the trend of the TV media industry and is the powerful weapon in the market competition. Successful program brand culture has not only limited in the TV show itself, we put the TV producers as operators, the successful TV show as is always famous brand goods association symbol, popular speaking, when people think of this television program, the thought is not only the TV content and its back, the management team, and more is thought of the program behind conveys cultural meaning, this is a successful TV brand.This article from the TV brand culture, this paper discusses the connotation and the essence of the brand in the "day day up "this one specific TV program as an example for this. This paper is divided into five chapters carries on the elaboration, the first chapter is the introduction part of the research background, research current situation, research background and purpose, research content and method to illustrate; The second chapter on the present situation of the construction of the TV brand, necessity, constitute factors; The third chapter on the" day day up "successful experience to analyze the TV brand building, including program localization, the choice of subject, audience localization, the host group characteristics, etc; The fourth chapter in China around the TV brand construction also problems and Suggestions; The fifth chapter is conclusion.