Brand Strategy Analysis Of Local TV Program

With the rapid development of network viewing,TV media has to find a way out for its long-term development in the context of the dramatic decline in advertising revenue and live broadcast.For local TV viewing the overall downturn will only make the competition between the local channel,in order to compete for the limited market share,local column must have more advantages to speed up the reform steps for creating opportunities for development,development road of brand will be their best choice.After the brand column will be out of the homogeneous walls erected their own to the flag of the optimal category,not only can attract viewers more promoted the benign competition of other item,which will have poured out of more high quality program.Brand premium reflected in the ratings at the same time both solid and asset appreciation,after the brand columns will attract more cooperation and investment,both on the content of the TV program production and long-term development of local stations have established a solid material foundation.According to the three stages of brand development,this paper analyzes its development strategies.At the beginning of the brand building,the importance of positioning strategy to the branding of TV programs was analyzed.The positioning of differentiation can highlight the advantages in the column category and show the direction for future development of the column.This paper analyzes the local TV columns from the vertical and horizontal direction positioning,one is to do the column typed processing,wide range and is paid attention to when the broadcast series broadcast,2 it is to show to concrete segment types and its products processing,attract small loyal audience ratings.This stage there is another kind of brand strategy,created after the modification of introduction section model for local column brand with local characteristics,this also is one of popular brand production mode in the television market in recent years.The overseas excellent column model can promote the development of original columns in China,and the mode column after localization can still make the TV business of our country glow.Columns of broadcast can be said to be an art,different ways of broadcast can bring different effect,how to reasonably arrange the broadcast time and form in order to maximize brand influence is a problem worth thinking about strategy.The increasingly prosperous network platform,its powerful audience base group can create the topic effect for the column and expand the brand influence of the column.Therefore,in the growth period of columnsbrand development requires to maximize brand value,this article from the brand of the longitudinal extending industrial chain and cross-media lateral expansion of two aspects to analysis the brand value-added strategy.Yet for has entered the mature period of columns should not be adopted the significant adjustments,as long as the need to deal with displacement of time arrangements or form of fine-tuning,let the brand column play its greater potential.Although the impact of the Internet has brought challenges to the development of TV program,but also stimulate the reform of TV industry competitive,television equipment function into the Internet after the formation of the smart TV is expected to be the columns further promote brand.After the fusion of the media,there is an influx of content resources,and the branding of content columns may be more oriented towards the cultural direction.