Brand Building Of Specialized Television Channels Under The New Media Background

Now the TV is facing fierce competition in thet internal industry,at the same time,the impact of new media has become increasingly severe. new media with its convenient, fast and far-reaching benefits to make a large number of the audience’s attention away from traditional TV to mobile handsets represented by the new media side.In this competition for audience attention of the new media era, if only think about "content is king" or "channel is king",It’s hard for a long time to seize the audience, even capture the market. According to a survey last year, the site found that 65 percent of television viewers choose to have companionship, while 78% of the audience like locking a file at the same time show of the week, while overseas research also shows that,with respect to the program itself, the audience They tend to be more concerned about the brand behind it. Therefore, the traditional media have for change and integration, hoping to gain a foothold in the fierce competition in the market through a new way of brand building, lead to higher brand premium.This paper based on the background of the new media environment,useing specialized TV channels of CCTV-2 as a case on successful building brand,while the use of TV brands theories and methods of construction, the status quo frequency of CCTV-2brand building, the use of relevant cases, especially the case of 2014 after negative events to analyze how to re-channel system to build their own specialized television brand image,obtain ratings rate and popularity.But CCTV-2 specialized in the construction of the brand,at the same time, there are some problems, such as the positioning of the channel, the use of new media, branding issues, host brand issues and property maintenance and management of crises and other issues.Brand analysis article constructed by practice the following conclusions: undoubtedly achieved great success in brand building, but it can solve the problem in the system so that the financial channel brand building in the times, to get the best brand effect. On the whole, look at the entireTV brand market, the first under the new media background, "content is king" and "brand is king", "channel is king" Three concept indispensable key to the program is still winning brand quality and create forms of communication with the times; secondly, in terms of new media for the media itself, not just a channel or platform, but also a product;third, under the background of network, the media itself is very important crisis management, the need to develop supporting system; and finally, the traditional branding techniques, such as events, host, etc., according to a new generation of audience characteristics, staying innovative form of adjustments. Ultimately, the financial channel is concerned, the goal is to establish a public finance, vitality brand image, based on playing a desired users and advertisers fully integrated cross-platform media brand.