地面频道面临“互联网+”与媒介融合双重语境,频道节目制作、编排方式灵活多变,创新能力强、应变迅速,地域特征明显,贴近本地服务,但覆盖面、辐射区域及影响力较小,市场份额与受众不断被新媒体分流,转型与发展压力巨大。对于双重语境引起的冲击,地面频道应立足于本土的地缘优势,在做好整体布局的基础上调配资源与实现分级定位,主动融合多种新媒体,不断转型升级节目品牌。健康节目是地面频道的特色栏目,本文探讨了健康节目的常用发展策略,旨在提升健康节目的媒体品牌影响力。 The terrestrial channel faces the double context of “Internet +” and media integration. The program production of the channel is flexible and varied in layout, with strong innovation capability, rapid response and obvious geographical features, which are close to the local service. However, coverage, radiation area and influence are more significant Small, market share and audience continue to be diverted by new media, restructuring and development of great pressure. For the impact caused by the dual context, the terrestrial channel should be based on the local geographical advantages, allocate resources and achieve grading and positioning based on the overall layout, take the initiative to integrate a variety of new media, and continuously transform and upgrade the program brands. Health programs are a feature section of terrestrial channels. This article explores common development strategies for health programs designed to enhance the influence of media brands on health programming.