重庆卫视综艺节目品牌构建研究——以《奇迹梦工厂》为例-research on brand construction of variety show of chongqing satellite tv —— taking miracle dreamworks as an example.docxVIP

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重庆卫视综艺节目品牌构建研究——以《奇迹梦工厂》为例-research on brand construction of variety show of chongqing satellite tv —— taking miracle dreamworks as an example.docx

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重庆卫视综艺节目品牌构建研究——以《奇迹梦工厂》为例-research on brand construction of variety show of chongqing satellite tv —— taking miracle dreamworks as an example

重庆大学硕士学位论文英文摘要重庆大学硕士学位论文英文摘要 PAGE PAGE VI ABSTRACT Recent years have seen a rising competition among provincial satellite TVs. Some of them did very well by promoting variety shows with creativity in form and content, and soon created brand effect while achieving a carnival atmosphere among the public and connecting the image of satellite TVs to variety shows. This win-win achievement makes it evident that producing brand programs and creating a carnival atmosphere at the grass root level is significant for the development of provincial satellite TVs. It is consumption not production that determines the value of TV shows. Also, the classification of TV programs and the creation of a brand program are both based on consumption. The final choice of the consumer is symbolic products with brand effect. Therefore the aim of variety shows on provincial satellite TVs is to build a brand and create a carnival atmosphere among the public. Chongqing TV broadcasted 11 types of programs in 2012based on CSM classification for media study. For popular variety shows like this, resource utilization rates (the ratio of difference between rating and broadcasting to broadcasting, with positive figure indicating higher resource utilization and negative lower) are 114% ( provincial group channels ) and 44% (central group channels). Chongqing TV rated at only -40%, a significant gap. No program on Chongqing TV made it to the list of top 200 provincial programs of the day or evening shows of the nation published in the same year. Themed as “starting here”, Chongqing TV started to change in early 2013, marking its return to market competition and its search for a breakthrough in recreational programs after realizing its shortcomings. However, a year of follow-up survey showed that its key program in the new version didn’t receive much good feedback and its rating improved little. Chongqing TV attacked again with greater force, aiming once more at TV series and variety shows, with the