目前我国大陆地区的广播电视播出机构达2554座,开办电视节目3770套,竞争激烈。电视台往往将广告收入作为衡量节目质量的重要指标,采用收视率末位淘汰制。在这样的压力下,节目制作者会因顾虑承担开办新型节目的风险,而模仿一些已经在观众心目中树立起良好口碑的节目形式。打破这种不良竞争的解决办法就是相关电视媒介对市场、观众以及媒体自身进行系统的分析,制定一套适合实际的品牌形象发展战略。 Currently, 2,554 radio and television broadcasters in mainland China have set up 3770 sets of television programs, which are highly competitive. TV stations tend to use advertising revenue as an important measure of the quality of the program, using the last ratings elimination system. Under such pressure, programmers may mimic some programs that have established a good reputation in the audience’s mind because they are at risk of starting new programs. The solution to breaking this bad competition is that the relevant television media systematically analyze the market, the audience and the media themselves and formulate a suitable strategy for the development of the brand image.