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城市台电视新闻栏目的品牌化建设,不仅是与众多上星台、本土其他传统媒体以及网络新媒体竞争的需要,同时也是一种责任,彰显城市台品质和形象的责任,在城市台自办节目中,新闻栏目是主力军、主阵地、主产品。本文结合江苏省优秀栏目《港城365》等电视新闻栏目在个性定位、项目支撑、宣传推广等方面的求索实践,就城市台电视新闻栏目品牌创建和守护作一探析。一、坚持个性化定位,打造本土最贴近的新闻栏目,培育品牌的核心竞争力品牌是市场竞争的产物,创建品牌首先要对市场进行研究分析,确立自己的定位,突出品牌的个性,赢得竞争
The brand building of the urban television news column is not only in competition with many top star TV stations, other local traditional media and online new media, but also a responsibility to demonstrate the quality and image of the urban platform. Program, the news column is the main force, the main front, the main product. In this paper, Jiangsu Province excellent part of “Gangcheng 365” and other television news column in the personality positioning, project support, promotion and other aspects of the search practice, the city of TV news column brand creation and guardianship for an analysis. First, adhere to personalized positioning, to create the local news section closest to cultivate the brand’s core competitiveness of the brand is the product of market competition, the first brand to create a market research analysis, establish their own position, highlight the brand’s personality and win the competition