Research On Brand Creativity Of CCTV Collection And Appraisal Of Treasures Programs

With the continuous improvement of the mass material life,the demand for spiritual culture is increasing,and the collection activities have gradually become an important cultural life that the public likes to see and hear.TV collection and appraisal of treasures programs have emerged as the times require.Since 1999,major TV stations have successively launched TV collection and appraisal of treasures programs.CCTV,with its authority and influence,launched a series of polpular TV collection and appraisal of treasures programs,such as Treasure Appraisal,Treasure Hunt,I Have Heirloom,which are closely related to professionalism and brand effect of CCTV program production and its own creative factors.This paper takes CCTV collection and appraisal of treasures programs as the research object,and analyzes its brand creativity by using case analysis and comparative analysis.The paper mainly includes the following contents:Chapter one introduces the development process of the popular collection activities and the branding of TV programs,classifies the collections,and lists the measures of CCTV branding strategies.Chapter two expounds CCTV collection and appraisal of treasures programs from the definition,origin and development course,and conducts a horizontal and vertical comparative study.Comparing similar programs of foreign countries and local stations from the horizontal,analyzing CCTV collection and appraisal of treasures programs longitudinally through the revision of Treasure Appraisal,Treasure Hunt to I Have Heirloom,so as to make the creative research of the later text more scientific.Chapter three analyzes the brand positioning,content creativity,promotion channels and communication effects of such programs.Among them,four creative points are summarized in the content creation: diversification of program selection,specialization of program content,entertainment of program style,transformation and strengthening of the role of treasure owners;elaborating the brand promotion channel,including offline and online platform;in terms of brand promotion effects,it summarizes its role in guiding value orientation and popularizing collection knowledge.Chapter four puts forward that TV collection and appraisal of treasures programs lack the branding host lineup,ignore the network platform cooperation and overseas development,which requires targeted improvement in host lineup,network platform and overseas communication,so that the CCTV collection and appraisal of treasures programs maintains a leading position in its class.