A brief discussion on the branding of legal columns of local TV stations_China Legal Economic Network TV Station

Abstract In recent years, in order to meet the needs of the TV cultural market, TV channels have continued to increase and programs have continued to expand, making the already fiercely competitive TV viewing segmentation even more intense. How the legal column can establish its own viewing platform among many TV programs and win the audience in the face of serious ratings diversion has become a huge problem faced by my country's legal column in its development today.

Keywords Legal column brand development TV program industrialization

With the continuous development of the television industry, legal TV programs have shown explosive development in recent years. A number of documentary, court trial, and conversational narrative programs, led by CCTV's "Today's Statement" column, have appeared that describe the process of the case and the psychological state of the parties involved. By the end of 2004, there were more than 200 regularly broadcast legal TV programs across the country, and more than 10 legal professional channels. As a result, someone proposed an overall plan for the TV industry that caters to market needs: “channel specialization, column personalization, and program quality.” “Brand benefits” are also attracting more and more attention from TV people. Therefore, how to promote the development of TV program industrialization and strive to promote the branding process of TV has become a historical necessity.

1. Refining distinctive personality and striving to cultivate own brands

How to make the column stand out in the smoke-filled market today as competition becomes increasingly fierce requires creators to plan Up and down gravity energy, great effort. The first priority of planning is to reveal the objective laws hidden behind various fragmented legal events through material selection and information analysis, so as to lead the correct direction of TV legal programs. For example, when the formats of case-based legal and documentary police-themed programs are relatively mature, the format is fixed, and there are many imitations, more legal programs can be produced that include interactive puzzles, live broadcasts of court trials, and real-life experiences. At the same time, we can also use the performance techniques of some entertainment programs to explore some new program styles by adhering to the idea of ??"education through entertainment". In this regard, Phoenix TV's "Wen Tao's Case" can bring us some inspiration. Host Dou Wentao uses a storyteller style to talk about folk legends, track the latest criminal cases and historical mysteries in cross-strait, three places and the world, analyze the criminal's mental journey, and use various elements of television to express it. The atmosphere of the entire program is relatively relaxed, making the audience feel as if they are in a storytelling field. Although this program did not achieve the expected results, it was a bold attempt and breakthrough in the context of the stereotypes and stereotypes of legal programs.

2. Optimize the creation of brand culture and column quality

To create a TV brand column, we must endow it with rich cultural quality and humanistic spirit. Only those that contain rich cultural quality and humanistic spirit Only TV programs can become competitive. It can be said that culture is the core competitiveness of brand columns.

For a long time, legal programs have often been limited to the description of the case. The social background of the case, the criminal motivation and mental journey of the criminal suspect have not been sufficiently explored, and the reporting of the incident has not been enough. At a matter-of-fact level. The topic selection is also limited to litigation and civil cases, and the content is mostly related to crime and punishment, law-abiding and illegal matters, as well as the work situation and personal deeds of the political and legal departments. In fact, this kind of reporting should be called "political and legal reporting" rather than "legal reporting". The future development direction of legal programs should be diversified. The so-called "diversity" means that our legal TV programs must establish a "big legal concept." It is necessary to address the legal difficulties faced by ordinary people and explain the doubts and confusions of the audience in the program. It enhances people's desire to watch and enhances the historical significance of the program, thereby reflecting the essence of leading advanced cultural trends, caring for the public and paying attention to social changes, and guiding the audience to re-construct a noble outlook on life, values ??and ideological and moral sentiments. Column quality. Relatively speaking, TV programs with mediocre content and vulgar style will definitely not be entitled to the title of "brand column".

3. The establishment of a visual identity system for brand programs will facilitate marketing communication

First of all, in terms of the design of the so-called openings, endings, trailers, logo music, and column logs of the outer packaging, It not only has the identification function, but also plays a certain role in the image promotion of the column, and more appropriately displays the characteristics and spiritual outlook of the program. This kind of external packaging creates a psychological suggestion for the audience during communication, just like when you see orange, you think of Hunan Satellite TV, and when you see the rotating earth, you think of "Xinwen Lianbo".

Secondly, mature individual image design. Most domestic programs now adopt the producer responsibility system or the director responsibility system, while TV programs in Western countries have long adopted the host responsibility system. It can be said that a column with ratings can focus the host as a star, and conversely, a celebrity host can also drive the ratings of a column through his recognition of it. At this time, the host is no longer just a talking tool, but an expression of thoughts and a trademark of a good product. In similar columns, the establishment of a mature host image is bound to become a highlight in the brand marketing of a column. For example, Jiangxi Satellite TV's "Legendary Stories", the host Jin Fei has a plain and simple style, without too much pretense, and his language is humorous and a little cunning in his wisdom. He is simple, casual, friendly and natural, showing that he is completely clean. The simple beauty after China. The penetrating commentary at the end of the story demonstrates the host's profound social experience and cultural accumulation. At this time, the host is no longer a tool of "dogma", but conveys a kind of love and sincerity to people in a "moisturizing and silent" manner.

4. Strengthen interaction, enhance the service quality of legal columns, and achieve benefit expansion

For a long time, Chinese TV has been lacking in audience research and development. In the West, the media industry attaches great importance to audience research. The American television industry has had an "audience-oriented" awareness very early in history. American television industry organizations often entrust various survey companies to carry out systematic audience research, optimize media organization systems and business processes, improve audience satisfaction and loyalty, improve media efficiency and profit levels, and achieve competitive success and rapid development. The purpose of growth. It is precisely with scientific audience management that the media has the possibility to provide value-added services. At the same time, the media not only provides information products and additional services, but also expands the sources of additional benefits for the media itself. For legal programs, paid legal support services can be provided. This operation can be done independently by the column group, or it can be done together with a collaborative organization to achieve the expansion of the brand and services.

5. Scientific management and efforts to cultivate high-quality legal program editing talents

In the field of domestic TV legal affairs, many channels and columns do not pay attention to the long-term training of the editing team. In order to meet the urgent needs , they often temporarily transfer or recruit professional legal talents from other columns and form teams in a hurry. As a result, those who "carry the opportunity" do not understand the legal system and the programs they produce are not strong in legal rationality; while those who understand the law have no TV knowledge and the programs they produce are lacking. Ornamentation has become a case report or TV news. With the strengthening of the country's legal system, both the country and every citizen are inseparable from the law. Legal propaganda has also become an important part of television propaganda. Therefore, we must regard the construction of the legal program production team as an urgent matter and focus on cultivating A group of specialized TV legal propaganda talents have enabled TV legal programs to develop in a more in-depth and professional direction.

References:

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[3] Li Xiaofeng. Research on China’s TV Brand Program Construction and Development Strategy [M]. China Radio and Television Press, 2003(2).