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时下在电视栏目品牌化的浪潮下,如何从节目形态本体挖潜,实现节目的品牌化经营,这是摆在众多电视人眼前的一道难题。本文通过《乡约》10年发展历程的讲述,充分体现出中国电视节目发展的完整历程。从早期的猎奇式访谈,到通过嘉宾的人生故事,引领正确婚恋观和价值观为定位导向,栏目完成了从节目定位到百姓情怀的品牌升级。文章从节目推广、品牌塑造、价值观引领方面列举了一系列新的尝试。自2014年改版起,《乡约》连续八个季度收视率提升一倍多。与此同时,通过融媒体立体营销,推动线上平台与线下场景的互动发展,逐渐成为具有中国本土电视节目叙事风格的电视节目典范。
Nowadays, under the tide of TV brand branding, how to tap the potential from the form of the program and realize the brand management of the program is a difficult problem for many television users. Through the narration of “10 years” development of “Township Covenant”, this article fully reflects the complete course of the development of Chinese television programs. From the early curiosity interviews, to the guest’s life story, leading the correct concept of love and marriage as the orientation of orientation, the program has completed from the program positioning to the people feeling brand upgrade. The article lists a series of new attempts from program promotion, brand building and values guidance. Since the revision in 2014, the “Township” for more than eight quarters of the ratings more than doubled. At the same time, through the intermediation of media marketing, promoting the interactive development of online platforms and offline scenarios, it has gradually become a model of television programs featuring the narrative style of local Chinese television programs.