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在电视频道多如繁星、电视节目市场竞争日益激烈的今天,随着观众对节目内容要求的不断提高和节目品种的可选择性,电视节目市场已经向多样化、个性化、细分化和复杂化发生质变,栏目之间、频道之间、电视台之间的竞争也由单纯的节目竞争和质量竞争转向以栏目综合实力为基础的品牌竞争。本文以电视经济生活频道一档历经九年的品牌栏目《纠风.效能之窗》的演变,及“省政风行风热线”开播为例,探讨品牌化对电视栏目生存、发展的重要意义,分析电视品牌化的发展之路。
As television channels are becoming more and more competitive, the television program market is increasingly competitive today. As the demand for program content from the audience continues to increase and the variety of programs available, the television program market has diversified, personalized, fragmented and complex The qualitative change has taken place. The competition among sections, between channels and between television stations has also shifted from simple program competition and quality competition to brand competition based on the comprehensive strength of columns. In this paper, a TV channel of economic life after nine years of the brand section “rectify the wind. The window of efficacy” evolution, and the “provincial popular style hotline” as an example to explore the brand of the TV column survival and development important Significance, analysis of the development of television brand of the road.