The Development And Cultivation Of China Television Program Brands

The competition between different media companies is increasingly fierce inrecent years. For expansion of the development of the media, these companies use allkinds of skills to gain market share.In domestic, television has already carried outgroup management, industrial management, and professional operation. In addition,the concept of mass-decentralized communication has spread out to the public anddominated various fields of television. Professional operation of television andbranding of TV programs has become the mainstream of television reform.Audienceratings that are is still an important indicators concerned by media TVpeople, advertisersand other aspects, are since it can help to the measure of evaluationevaluate of a TV programs and the basis of improving improve the its quality of a TVprograms.Development and nurturing of a TV brand program is the core competitiveness, asource of sustained competitive advantage and the key to the survival anddevelopment of television media. Training, maintenance, and improvement of brandprograms is a cycling process. In order to sustain market advantage in competitions,every television media needs to constantly examine itself and its competitors, learnand innovate, nurture and enhance their core competitiveness.This article combines different theories of marketing, mass media, and mediamanagement to analyze and study the development and nurturing of a TV program. Atthe same time, the article proposes a variety of development models, continuousapproaches and innovative ideas of television programs.This articleconsists seven chapters. The first chapter is the research backgroundand significance, research purpose and outline. The second chapter focuses on theresearch object and introducesrelated theories on TV brand programs, life cycle, andliterature review. Chapter three describes the development of domestic televisionhistory of TV brand programs, and the detailed analysis of TV brand programs in ourcountry at present stage. The fourth chapter analyzes the attributes, the formationmechanism, developmentand nurturing of TV brand programs. Fifth chapterintroduces the path and model of development and nurturing of TV brand programs, and compares several types of patterns. The sixth chapter is a case study of “TheFront Line”of Society and Law Channel of CCTV （CCTV-12）, based on specificanalysis of the progress of development and nurturing of this brand program, this partdraws a conclusion. The last chapter summarizes innovative ideas of this paperandforecasts the development of brand programs in the future.