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近年来,我国的经济迅速发展,人民的生活水平不断提高,精神文化方面的需求也逐步增加。在我国,广播电视品牌是我国精神文化的重要组成之一。随着近年来网络技术的普及和发展,网络媒体迅速兴起,占据了大份额的市场,传统的广播电视媒体也因此受到了强烈的冲击,媒介融合的趋势加快,媒体的边界也逐渐模糊。就当前的情况而言,新时期广播电视节目品牌建设已成为当务之急。文章从当前的媒介背景出发,对广播电视节目品牌建设问题相应的提出了一些对策。
In recent years, with the rapid economic development in our country, the living standard of the people has been continuously improved and the spiritual and cultural needs have also been gradually increasing. In our country, the radio and television brand is one of the important components of our spiritual culture. With the popularization and development of network technology in recent years, the rapid rise of online media takes up a large share of the market. As a result, the traditional radio and television media have been strongly challenged. The trend of media convergence has accelerated and the boundaries of media have also gradually blurred. In the current situation, brand building of radio and television programs in the new era has become a top priority. Starting from the current media background, the article puts forward some countermeasures for the brand building of radio and television programs.