略论电视节目主持人的品牌打造

On the Brand Cultivation of TV Hosts

在媒体融合、媒介竞争日益激烈的今天,树立品牌节目已经成为了每个电视节目赖以生存和取得更强竞争力的必需。而品牌节目的建立,除了一个好的内容策划之外,也需要一个凝聚和支撑整个节目的灵魂人物,那就是主持人。只有对电视节目主持人进行全方位、立体化、多层次的品牌打造及推广,提升主持人的个人魅力以及知名度,提高节目的可看性,才能在新兴媒体崛起的今天,保持传统媒体的品质优势。

In the present days when media integration is going on and media competitions become fierce, brand effect surfaces as a focus for the survival of a program. Besides contents, host is critical to this effect. This paper explores some issues related to the cultivation of host brand, promotion of host＇ s image, and charms of programs.