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作为“品牌”时代的竞争参与者,电视台如果仅靠常规性的栏目和电视剧,很难在短时间内树立起具有标识性的频道品牌,所以需要定期或不定期地举办各种形式的大型活动,以此来持续、快速地提升频道影响力。事实上,目前国内市场上较领先的频道都在这么做,CCTV-2的《梦想中国》,CCTV-3的《同一首歌》,湖南卫视的《超级女声》等,都是契合各频道特质的非常规大型活动,帮助树立了这些频道的品牌标识。但需要指出的是,上面提到的这些活动只是一些成功的范例,对于其他大部分活动,因为宣传、推广和包装等不到位,虽然拥有很好的节目资源或创作队伍,但市场反映并不理想。从整体上看,电视台对大
As a competitor in the “brand” era, it is very difficult for a TV station to establish an identifiable channel brand within a short period of time based on regular sections and TV series. Therefore, it is necessary to organize various forms of Large-scale activities, in order to continue, quickly enhance channel influence. In fact, at present, the leading channels in the domestic market are all doing the same. CCTV-2’s “Dream China”, CCTV-3’s “One Song” and Hunan Satellite TV’s “Super Girl” are all channel characteristics Unconventional large-scale activities to help establish the brand identity of these channels. However, it should be pointed out that the above mentioned activities are just some examples of success. For most other activities, because the publicity, promotion and packaging are not in place, and have good programming resources or creative teams, the market does not reflect ideal. On the whole, the television station is big