随着电视媒体间竞争的日益激烈,地方电视台的电视栏目在收视率、栏目包装、广告份额等方面的相对劣势日趋突显,栏目的生存与发展已经成为电视人共同关注的主要问题。通过对地方电视台栏目品牌化建设途径的分析,得出了如何通过对电视栏目的包装,来促进地方电视台栏目品牌化建设的方法,提高栏目的影响力和收视率。 With the increasingly fierce competition among the television media, the relative disadvantage of the television programs of local TV stations in viewership, part packaging and advertisement share has become increasingly prominent. The survival and development of the columns have become the major issues of common concern to TV professionals. Through the analysis of the brand building ways of the local television stations, it is concluded that how to promote the brand building of the local TV stations through the packaging of the television programs so as to improve the column’s influence and audience rating.