目前,对于国内很多的电视媒体来说,电视剧依然是保证收视率、提高广告收入的主要来源。从经济效益上来讲,电视剧可以解决燃眉之急;但从媒体的长远利益来看,成功的自创性电视栏目才是打造电视媒体品牌、保持长久竞争力的不二法门。纵观国内外的知名电视媒体,我们发现:精心打造自创性品牌栏目成为他们走向媒体品牌成功的必经之路。这些优秀的自办栏目不仅给频道带来 At present, for many domestic television media, the drama is still the main source of guaranteeing the ratings and increasing the advertising revenue. In terms of economic benefits, TV series can solve urgent problems; however, in the long-term interest of the media, a successful home-grown television program is the only way to create a brand of TV media and maintain long-term competitiveness. Throughout the well-known domestic and foreign television media, we found that: Carefully create their own brand columns become the only way to success of the media brand. These excellent self-run section not only brought to the channel