A Study On The Brand Creation Of The Season Broadcast Television Program

Because of the increasingly intense competition in media market,the programming strategy of television shows is also changing. Among them, the season broadcast television program which is absorbed many resources, is an important counter to compete for the audience’s attention and make money. However, only by implementing brand creation, the season broadcast television program can maintain long-term competition, so as to realize its sustainable development.This study uses literature research, case studies, and comparative research, elaborating the definition, the origin and the development in China of the season broadcast television program.This study analyzes the basic elements of television brand creation, and then choosing three of which(the cultural idea, the program content the media promotion) to analyze the unique of the season broadcast television program——Dad,where are we going? The unique of the cultural idea including impacting public values, promote local traditional culture, promote Chinese traditional ethics and promote cultural communication; the unique of program content is reflected in the ductility of program content position, the richness of program resources selection,the flexibility performance of program broadcast and the diversity of program links setting; and the media promotion mainly includes that TV channels are the main force of brand creation,famous programs are the booster and the cooperation between network and TV stations is a strong complement.