A myriad twinkling lights of brand building

In May 2011, Jiangsu city channel programmes appraised by the State administration of the a myriad twinkling lights "top ten excellent innovation program", became radio and TV station of Jiangsu Province and the national terrestrial channel only been chosen for this honor program. This was continued in recent years the a myriad twinkling lights shape the results of programme brands, improve programme brand.

In a myriad twinkling lights, the development course of the last five years, there have been three brand upgrade, namely: the contents of the programme of transition, broadcast broadcast platform improvement and extension of the period. First times is February 2009, a myriad twinkling lights under from a culture forum class program brand innovation for health service type program brand; second times is January 2010, a myriad twinkling lights under landing Jiangsu TV, from a geographical sexual program brand upgrade for a national program brand; third times in September 2011, a myriad twinkling lights under child column health zero distance under in Jiangsu city channel zero distance under weekend version broadcast, makes a myriad twinkling lights under Upgrading from a non-prime time programming brand for evening prime-time programming brand. Three brand is a gradually building up layers, and advance the process.

First, the program of a myriad twinkling lights brand upgrade

1. programme content transformation

At the beginning of the a myriad twinkling lights create a cultural Forum is programming. Program adhering to the position of people's livelihood, to create attractive as a means of influence of speakers and topics, with "life wisdom" for programming purposes. Covering literature and history, health, marriage and family health, archaeology, public relations, business management and other aspects. It appears, to a certain extent, improve the whole channel program taste, changing the structure of the show audience, channels late at night program was also in the ratings. But at this point the a myriad twinkling lights on the content not clear brand identity. Today to talk about literature, tomorrow to talk about business, speaking the day after tomorrow fiscal prudence. Program is no inherent brand connotation, it is difficult to develop fixed audience, thus rendering the loyalty of the audience is not high. On the programme concept, with an obvious "I broadcast what viewers see what" mark.

Program innovation, section conducted extensive surveys of audience. In a response to the contents of a myriad twinkling lights of the questionnaire, 66% respondents who have broadcast on health have shown a keen interest in this kind of subject matter, want programs to increase the weight of such themes. This shows that health regimen has broad consumer demand and market potential. To this end, the section relocate content in health, give up other subjects. Show form, audience as participants, interact with online experts. This direct is a program of changes greatly improved and increasing influence and reputation.

2. broadcast platform upgrade

Thanks to the success of transition, the a myriad twinkling lights became a radio and TV station of Jiangsu quality columns. But it is still a regional branding programmes have limited impact in the country. In January 2010, Jiangsu TV, introduction of the a myriad twinkling lights, screened in early 6:00-7:00.Although the show is a morning, but well received by audiences throughout the country's favorite. "Lock, Jiangsu TV, morning watching a myriad twinkling lights, night of the non-if you are" time audience choice.Show brands in the country after the battle, a large number of excellent specialist resources are attracted to join in, greatly enhanced the quality of the show. Improving the quality of the programmes led to a better reputation, gather more resources. China's Association for health promotion and education and health education center (Ministry of health news propaganda Center) as section of the consultancy unit, head of the Ministry of health of China's Association for health promotion and education to the a myriad twinkling lights specified as important television media partner. Due to the support of health authorities, the a myriad twinkling lights on the expert resources, with a similar domestic programs incomparable advantages. Improve core competitiveness of brand upgrade makes program, whole operation in a virtuous circle of development.

Improving the quality of the programmes, expanded brand influence, helped the show extends industry development. Copyright marketing performance in two years gradually on the basis of, in 2011, the channel introduced "to the programme is at the core, blend program copyright production and sales, marketing, health products such as training and education services, health, health management business as a whole" healthy industry chain development of ideas. The idea won the Jiangsu provincial government "cultural industries directing capital" initial funding of $ 1 million.

3. the broadcast time extension

Health programmes positioned, large determined the structure of audience age levels, low knowledge level, sex women, coupled with programmes broadcast on non-prime time, makes a myriad twinkling lights, the audience mainly takes up social domination and the lack of spending power of the crowd, programs being labelled a "middle-aged and old show" label. This constrains the further spread of the brand, as well as channel status do not match one of the top three programs. Health is everybody's basic needs, especially with the standard of living and working rhythm changes, this demand is stronger. But to make the programs young adult audiences and Kochi population concerns must be innovative in its form, content closer to the audience.

After much research and repeatedly argues that section decides on city channel evening prime-time to build a new health care program, to attract more attention of the crowd. Learn from foreign successful experience of peers and modes of operation, sections developed the first reality TV show the health of the health services of the zero distance. Program on September 25, 2011 in the form of the zero distance weekend edition broadcast on 19:10. Program broke through the previous Studio limited, let the experts take to the streets, into the community, factory, audiences spreading health idea, correct common health mistakes to help people improve health literacy. Program enables interaction with the audience very well, the audience felt, usually only seen on the screen of experts, at their doorstep, at his side. Compared to routine a myriad twinkling lights of the programme, the health of the zero distance more interactive and open and close to nature. After the broadcast, was good TV program results, began broadcasting in January with an average rating reached 7.02 (CSM city network), more than ever before and ratings of the zero distance.

Although only aired for half an hour a week, but the health of the zero distance in prime-time broadcast, means a lot. It expanded the health programme is share of the total amount of channels broadcast, forming a unique health services program group.

Second, the major methods of programme brands upgraded

1. event marketing. Sections were carried out all kinds of large-scale online brand promotion activities, greatly enhanced the impact and visibility of the column, the activity itself has also become a brand. These brands include Jiangsu, Jiangsu TV health section of traditional Chinese medicine culture Festival and a myriad twinkling lights of the community, and, among them, especially Jiangsu TV health section of the most influential, it is relying on a myriad twinkling lights, city channel line program resources and brand influence, integration programmes on advocacy and social action as one of the large-scale events.Activities around the "harmonious and healthy" on the subject, inclusive health education forum, health care Summit, nation-wide fitness competition, health, public consultation as a whole, through a series of public service activities and TV shows, vigorously spread scientific view of happiness, health, give full play to the public culture service functions of the mainstream media. Jiangsu TV health section is determined by the health administrative departments, civil society groups and joint cooperation in the innovative activities of television media, it makes the health Administrative Department in the areas of health education, civil society organizations function of social service function of public cultural service, TV media capabilities have been fully demonstrated.

2. event marketing. Programs take full advantage of the timing of major public health emergency, creating programs of authoritative. Zhang Wu this event occurred Hou, a myriad twinkling lights under apart from launched special program root words TCM under, invited authority of TCM expert interpretation event, made science of TCM health party, also launched has "do science of health spread Messenger" initiative activities, to General engaged in health education of media peer issued initiative: behavior self-discipline, abide by professional ethics, on expert of qualification, and health knowledge of scientific strictly checks, put an end to blindly pursuit ratings, and listen to rate and the circulation, Put an end to any advocacy against the freedom of scientific and medical knowledge and behavior. Through the initiative, the a myriad twinkling lights of brand credibility has been spreading in the country and preaching.

3. the topic of marketing. After the major public health incidents, invited experts, background of events in a timely manner and the solutions to expand the topic discussed, has become the light of million hope to break one, initiated contingency mechanism. March 2011, Japan nuclear crisis occurred Hou, a myriad twinkling lights under emergency started health commentary under special program, invited in China first generation radiation research expert, and military medical Academy of Sciences radiation Institute Professor leaves Evergreen, China health promoting and Education Association Vice the Secretary-General Zhao Zhonglong, around Japan nuclear leaked of cause and effect, and on in China of effect, and mass how self-protection, topic expand discussion, on eat iodine salt anti-radiation, and coated iodine anti-radiation, and wearing white anti-radiation, rumors for clarified Programme also involves the common life and related electromagnetic radiation protection knowledge. Rapid reaction and in-depth analysis of the show was well received by audiences, ratings rising. At present, for health comments and interpretation of current events has become the norm of the zero distance health, this reference comes from the news programs, bring a myriad twinkling lights the life services program also have the timeliness of news programs and targeted.