Research On The Branding Path Of TV Talk Show Hosts In China

In the 18 th century,talk show appeared in British bars.As a form of media program,talk show developed rapidly in the United States.With the prosperity of TV media,the form of talk show became increasingly perfect,and the host of talk show had obvious brand characteristics.In the early 1990 s,talk shows came into the view of Chinese TV audience.At present,there are two main types of TV talk shows in China,which are the talk shows performed by the host himself and the talk shows in which the host invites guests to discuss the program topics.Talk shows are usually made up of some carefully selected and designed topics,including political,economic,cultural,entertainment and other aspects of social hot issues.Many talk shows have extremely high ratings,wide audience level,a lot of talk show host is among the audience of "TV star",so through research on TV talk show host development path of brand research,better play to the role of the TV host in the process of operation,is of great significance for the promotion of the competitiveness of the program and vitality.Nowadays,the brand era of media development has come,and the realization of branding means that audience rating and quality are guaranteed at the same time.In this case,the brand management concept into the program,brand program production and brand host is the core of brand strategy.In this paper,the characteristics,problems and status quo of talk show host and host brand development train of thought to carry on the analysis,summarizes the TV talk show host brand implementation path,including brand positioning talk-show host,host of brand image,brand promotion and maintenance of several aspects,such as the host brand brand scientific path,trying to find implementation talk-show host,media resources,talents and make social capital potential optimized configuration,promote the construction of the media brand.As a talk show host,it naturally represents the image of TV programs and is also the most critical part of creating a media brand.