对于广播媒体而言,其品牌应该包括三个要素:频率、栏目和节目、主持人。三者互为依托,缺一不可,所以,在树立整体品牌的时候,应该三者兼顾。1.内容为上———打造品牌节目全球著名的传媒集团之一的维亚康姆集团董事长兼首席执行官萨默·雷石东认为,媒体传播的“内容就是国王”。他说:“我们一直在坚持这么一种理念,这种理念就是我们为听众提供 For broadcast media, its brand should include three elements: frequency, columns and programs, moderators. The three rely on each other, indispensable, therefore, in establishing the overall brand, should take into account the three. 1. The content is up --- build brand programs Viacom Group chairman and chief executive of one of the world’s leading media groups Sumu Lei Shidong that the media is ”content is the king “. He said: ”We have always insisted on such a concept, this idea is that we provide for the audience