A Study On The Brand Building Of The New Media Program Host

Along with the advance of the Internet technology and digital media technology, new media program based on information technology, because of the characteristics of interactive, participatory, timeliness got rapid development in recent years, but along with the advancement of marketization of the media, media competition is increasingly fierce. Media the host in the program, to improve the medium interface friendly, enhance audience and viscous media, so in practice to build the brand image, the host of new media to improve the audience in the media experience, can make the media competition in the market.In this paper, on the basis of existing academic and industry research, in combination with the social background of the age of the Internet and the development trend of new media, new media discussion and study show host branding information.Through to the new media, presenter, definition of branding, new media show host reasoning branding is a process, it is a formed by the host personal image identification,the audience feedback mechanism, and the process of creating program sharing economy. In this paper, through the analysis of the Internet era background, from the transformation of media formats, morphological diversity and the host’s survival pressure three aspects to discuss the new media show host brand shaping motivations.Combination of brand shaping process, discuss personal image identification, audience feedback mechanism, show the contents of the Shared economic and strategy.At the same time, the full text of the new media interview program "the cow said" were analyzed, and discussed from the Angle of theory and practice of three-dimensional new media show host branding issues, for the development of new media host branding provide some practical reference significance. Deeply aware of the new media show host brand shaping process is a long way to go.