Research On The Rejuvenation Of CCTV News Brand In The New Media Era

In the new media era,the development of the Internet has brought about new communication methods and communication patterns,and brand rejuvenation has become an important challenge for traditional mainstream news media.As the most authoritative news media in China,CCTV News has made good achievements since it started its attempt to rejuvenate its brand in 2012.In particular,since 2019,CCTV News has continued to make efforts in brand rejuvenation and has successfully made a number of young "CCTV fans".In this article,based on a series of remarkable results achieved by the rejuvenation of CCTV News in the new media era,we apply our knowledge of branding and communication to analyse the brand positioning,communication channels and content from three perspectives.The study is conducted from three perspectives: "brand positioning","communication channels" and "communication content".Through literature review and case study analysis,the study provides an in-depth analysis of the strategies adopted by CCTV News to rejuvenate its brand and its successful experiences,and proposes further recommendations based on the current development of CCTV News.This study will help CCTV News to achieve better results in its rebranding efforts,and will also serve as a reference for other traditional mainstream news media in their brand rejuvenation efforts.