变动与整合:国家地理频道品牌发展新趋势

Transformation and Integration: New Trend of National Geographic Channel Brand

美国国家地理频道品牌形象的老化,让互联网引发的收视危机进一步恶化。同时,一直以来作为与21世纪福克斯公司合作运营的纪实频道,国家地理频道与国家地理学会虽然有连续的节目项目合作,但品牌建设活动都分开进行,造成传播资源的浪费和传播效果的混乱。面对这些严峻的问题,国家地理频道近来的新变动,昭示着频道发展的新趋势:一是节目题材的差异化趋势,二是中国地区本土化趋势,三是节目形态的大片化趋势。

The aging of national geographic brand further deteriorate the audience crisis caused by the Internet. Meanwhile, as a documentary channel jointly operated with 21st century Focus Firm, although there is continual project cooperation between national geographic channel and national geography society, however, the separation of brand con- struction activities causes a waste of spreading resources and a disorder of program project. Confronted with those severe problems, the new changes of national geographic channel shows the new trend of the channel development which includes the differentiation trend of program theme, localization trend of China region, and blockbuster trend of program form.