Research On The Brand Extension Strategy Of Host Under The New Media Environment

Variety show has an important position in the operation of TV programs,it is not only the main source of TV advertising revenue but also plays a significant role in promoting the brand influence of the program system.In addition to the difference in the content of the program and the innovative program form,the role of the host position and its brand value is also a major factor affecting the quality of the program.With the popularity of new media technology,accelerate the speed of media integration and transformation,and promote the dissemination of communication content and communication relations to the new platform for the variety show host to provide a brand extension of the conditions and space.Therefore,in the new media environment,how to use the extension of new communication platform to realize the variety show host brand value of the brand and the extension of brand value is an important issue related to the innovation and development of the variety show host.Based on the characteristics of the environmental change under the conditions of new media,this paper analyzes the value of the brand extension of the variety show host,and then analyzes the factors that influence the brand extension from the brand equity,program quality and marketing ability of the variety show host.Through case analysis and text analysis methods,sums up the brand variety show host extension strategy.Combined with the relevant practice for the brand extension of the possible risks to explore and reflect on the hopes of the variety show host brand extension to provide the theoretical and practical aspects of inspiration and reference.