TV Brand Extension In Internet Video - Mango TV Case Study

With the rapid development of the new media technology,the number of media,media content and media form are larger and larger, the audience now have more choice. It also results in both traditional media, such as newspaper,radio and television or new media compete for the audience attention resource. In the narrow market place, if the television want to have a place, they should creating unique brand image and brand position, creating a broader space for their channels.Hunan satellite TV has developed quickly since 1997 and achieved remarkable grades, it became a leader in national local media. In 2004, it put forward the concept of "Happy China" first,made an effort to create "the most dynamic Chinese television entertainment brand". After accumulated powerful brand resource, Hunan TV hold the concept of "happiness" and made brand extension in different aspects,take measures to expand the brand resource and has made a series of achievements. In the Internet field, Hunan TV launched the Mango TV. Mango TV is the only Internet video platform of Hunan TV, it provides all the TV shows of Hunan TV. Mango TV helps to make happiness brand extension in the field of Internet video and raise the overall strength of Hunan TV.This paper first introduces the impact of Internet video industry on the traditional television . Then, with the example of Mango TV, analyze how Mango TV makes brand extension of Hunan TV, it mainly includes the extension of location, the inheritance of program resource and the expansion of audience resource. After that, I study the difficulties and the imperfections of brand extension process. It includes the user experience, the competition of other Internet video, online piracy and the insufficient funds. At last, through the above analyze of Mango TV brand extension strategies and problems,summary the enlightenment of the brand extension of Mango TV based on the theory of brand extension model: pay attention to the market environment and product life cycle, to strengthen the correlation of brand extension between parent brand and sub brand, avoid the risk of brand extension actively.