Brand Construction Research On Variety Shows Of Chongqing Television

Recent years have seen a rising competition among provincial satellite TVs. Some of them did very well by promoting variety shows with creativity in form and content, and soon created brand effect while achieving a carnival atmosphere among the public and connecting the image of satellite TVs to variety shows. This win-win achievement makes it evident that producing brand programs and creating a carnival atmosphere at the grass root level is significant for the development of provincial satellite TVs. It is consumption not production that determines the value of TV shows. Also, the classification of TV programs and the creation of a brand program are both based on consumption. The final choice of the consumer is symbolic products with brand effect. Therefore the aim of variety shows on provincial satellite TVs is to build a brand and create a carnival atmosphere among the public.Chongqing TV broadcasted 11 types of programs in 2012---based on CSM classification for media study. For popular variety shows like this, resource utilization rates(the ratio of difference between rating and broadcasting to broadcasting, with positive figure indicating higher resource utilization and negative lower) are 114%( provincial group channels) and 44%(central group channels). Chongqing TV rated at only-40%, a significant gap. No program on Chongqing TV made it to the list of top 200 provincial programs of the day or evening shows of the nation published in the same year.Themed as “starting here”, Chongqing TV started to change in early 2013, marking its return to market competition and its search for a breakthrough in recreational programs after realizing its shortcomings. However, a year of follow-up survey showed that its key program in the new version didn’t receive much good feedback and its rating improved little. Chongqing TV attacked again with greater force, aiming once more at TV series and variety shows, with the latter revolving around channel legends. A large investment was employed to introduce Dream Works, a reality show about acting by SBS from South Korean making it the first show of this kind in China on Oct.14 th, 2013. This program invited famous directors and stars in China as dream guides or guests, which became the number one weapon for this battle of fame. The rating grew a little, but the overall situation was still unsatisfying and far behind earlier expectation. Chongqing TV was obviously weakened by this heavy blow of brand making and innovation.Popular culture today has led to irrational consumption of the public. For example, fans consumption is such an activity in which entertainment breeds grass root passion, making TV shows the easiest carnival. Like in a bullfight, the fight between a man and a bull is presented because of public appeal for fear and therefore stimulates a carnival atmosphere among the public. Another good example is Chinese Spelling Hero. It uses people’s worry about forgetting how to spell Chinese Characters and the lack of individual introspection to make cultural criticism, create public rejoice and enter popular market. Dream Work, with its vanguard style, does not fit into original tag of channel legends on Chongqing TV that have already attracted a fixed group of audience. This, together with a range of other reasons, led entertaining programs on Chongqing TV to an embarrassing position. TV management requires successful brand, so the media can build their brand with CIS enterprise recognition system, which can also be applied to the analysis of recreational programs. This paper first explores on the birth and development of Chongqing TV, while analyzing current situation of variety shows in it. The paper compares Chongqing TV with Henan TV, another provincial satellite TV, focusing mainly on analyzing content differences between Dream Work, the featured program by Chongqing TV, and Chinese Spelling Hero by Henan TV, we can find out not only how good programs are selected, promoted and popularized to grass root level and finally enter popular market, but also insufficient work done by Chongqing TV in making programs. In the end, this paper names current problems in entertaining shows on Chongqing TV, as well as valuable advice and suggestions that may benefit its future development.