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品牌是电视节目的生命。当今社会,随着人民群众精神文化需求水平的日益提高和市场竞争的不断加剧,如何打造与保持品牌,几乎成了所有电视从业者所共同关注和思考的迫切问题。针对一个公认成功的品牌节目进行剖析梳理与经验归纳,对电视内容与形式的创新发展具有十分重要的当下意义。拥有数以亿计观众的“中央电视台青年歌手电视大奖赛”(以下简称“青歌赛”)经过30年的发展,现己成为我国水准最高、口碑最好、影响最大的电视声乐赛事品牌。前不久落下帷幕的第15届青歌赛又一次在社会上引发收视热潮,不但收视率比上一届增长了100%,也让观众、评委、选手在难得的文化熏陶与艺术享受中度过了一个个美好夜晚。因此,再次热播的青歌赛,在树立品牌、维系品牌、提升品牌方面给予电视工作者诸多有益启示。科学的运行规程是品牌节目的机制保障。一个
Brand is the life of a television program. In today’s society, with the ever-increasing spiritual and cultural demands of the people and the ever-intensifying market competition, it is almost an urgent issue for all TV practitioners to pay attention and think about how to build and maintain their brands. Analyze and summarize the experience of a generally successful brand program, which is of great importance to the innovation and development of television contents and forms. After 30 years of development, CCTV Youth Singers TV Grand Prix, with hundreds of millions of viewers, has now become the highest standard, best-known and most influential TV in China Vocal event brand. Not long ago, the 15th Youth Song Contest, which ended in a short while ago, has once again sparked a boom in the community. Not only the audience rating, but also the audience rating, the judges and the contestants have enjoyed a rare cultural influence and artistic enjoyment A good night. Therefore, once again hit the Youth Song Competition, in establishing a brand, brand maintenance, brand promotion to give television workers a lot of useful inspiration. Scientific rules of operation is the mechanism of brand programs to protect. One