The Brand Construction Of Broadcast And TV Series Video Website

In recent years, the rapid development of Internet media and mobile media, has set off a wave of convergence of various media forms and terminals, and the wave has brought tremendous changes to the original media ecology, many traditional medias have been seriously impacted by this wave. In order to cope with the changes and challenges, many TV stations are trying to find a new development mode, in which the convergence of TV and Internet is the inevitable choice. In order to cope with the impact of rapid development of video sites, Hunan radio and TV Group, as the representative of the traditional media has focused on developing their own audio-visual new media platform to complete with commercial video website.The the more violence market competition is,the more prominent brand value is,brand construction can reduce the risk of competition and enhance the core competitiveness of the media effectively. And this is more meaningful to TV series video website. Based on media brand theory, firstly, this paper analyzes the development of TV series video sites and the new concepts of media brand. Then the paper picks up Mango TV as the case study, analyzes the brand construction strategies of Mango TV from the perspective of convergence relation, media organizations,identification systems, content development, interactive mechanism, ecological construction, capital operation, etc. In the end, the paper summarizes the revelation to offer the development guidance of TV series video sites.Media brand construction is a very systematic work. Traditional media agency should break the ideological barriers, basing on its own development characteristics,combining with the status of market development, making a rational brand construction plane to enhance the core competitiveness of the brand.