Research On Brand Value Communication Of Cultural TV Programs Under The Background Of Media Convergence Takes CCTV Cultural Programs As An Example

In recent years,CCTV cultural TV programs have risen to prominence,hot screen inside and outside.Culture class television program in the production process and the expression on the deductive consistently seek breakthrough and innovation,with the voice of times,strive to dig the classic of the treasure house of Chinese culture and the essence,give show a high degree of cultural attribute,but also to own quiet touching the contemporary new mode of transmission,subtly comply with and satisfy the modern people desire for the life of the mind.Under the new communication background of media convergence,with the support of media technology and the help of national policies,cultural TV programs,as cultural products,have formed a brand image in the market competition.However,in today's fast-paced life,the "slow variety show" of cultural TV programs of CCTV unexpectedly broke into the eyes of young audiences and even aroused people's pursuit of cultural feelings.It can be seen that the prosperity and development of cultural TV programs have played a certain role in promoting social stability and cultural communication.However,at the same time,we also see the problems in the development of cultural TV programs,such as in the program market which is famous for its fast development,the mass production of cultural TV programs leads to serious homogenization,the abuse of cultural symbols and the elimination of cultural functions.Then,how to position and shape the brand image of cultural TV programs as cultural products? In the context of media convergence,how to make good use of communication elements to spread brand value? How to win the acceptance of the audience and the recognition of its brand value in the brand market?This research will first be based on the perspective of communication,aiming to explain how to maximize the brand value of cultural TV programs from the three aspects of communication channels,communication content and communication audience,and communication is an important link to realize the brand value.In addition,this paper will be in the culture of television history and status quo of the ductility based on the research,combined with classic case,brand and marketing related theory foundation,pointed out that the development of culture of television brand in today's problems of process and tries to give corresponding solving strategy,the phenomenon and the theory combined with now to try to explore the media fusion culture context CCTV television's brand value and brand meaning.