| In recent years,China's television industry has developed rapidly,not only the types of variety shows are rich and diverse,but also the number of variety shows has also increased significantly,gradually becoming one of the "three driving carriages" to drive ratings.However,there are few achievements in program branding.Various types of programs imitate and copy foreign TV variety shows.Many TV variety shows are not changed,and homogenous content is filled with screens.This is not only related to the blind pursuit of ratings and economic benefits by domestic production units,but also related to the erosion of foreign culture brought about by economic globalization.On the one hand,the homogenization of television variety shows has its objective inevitability.On the other hand,homogenized variety shows are not conducive to the development of Chinese television programs,resulting in the waste of resources,and the monotony of programs is easy to cause audience aesthetic fatigue.Weakened the social function of television as a medium.Therefore,exploration is of great practical significance to carry forward the traditional culture of our country and establish the correct value orientation to promote the development of variety show branding.This paper analyzes the current development of domestic television variety shows,and introduces the domestic brand to create a more successful variety show Running Man,Where are we going dad,national treasure as cases study to analyze its advantages and disadvantages,and finds out the current development of China's television variety show branding.He also put forward the strategy of branding television variety shows,which is to adhere to precise positioning,adhere to high-quality content,adhere to a differentiated development line,embed more Chinese cultural elements into program content,and strengthen program social responsibility.We will build an industry chain of integrated variety shows,establish an original incentive mechanism,increase the protection of copyright of original programs,and promote the development of China's television variety shows toward branding and sustainability. |
