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1990年开播的《正大综艺》,曾长期雄踞娱乐类电视节目收视率榜首,是央视的名牌节目。旅游加综艺的节目形态、知识性与趣味性相结合的文化品位是它成功的两大因素,也是它的品牌特色。在播出近六百期后,面对提升与竞争,这一老牌综艺节目亟需改变。2002年7月,《正大综艺》改版,在坚守文化品位、旅游加娱乐大框架不变的情况下,面目一新,焕发出新的活力,既超越了自己,又没有稀释已创立的品牌认知。其深层
Opened in 1990, “Chia Tai variety arts”, has long dominated the entertainment TV ratings top, is CCTV’s brand-name programs. The cultural taste of the combination of tourism plus variety program, knowledge and interest is its two major factors of success and also its brand characteristics. After nearly six hundred broadcasts, in the face of promotion and competition, this veteran variety show is in urgent need of change. July 2002, “Zhengda Arts” revision, while maintaining cultural quality, tourism and entertainment framework unchanged, a new look, full of new vitality, both beyond themselves, but also did not dilute the brand awareness has been created. Its deep