在受众地位不断得到提升和强化的今天,品牌化逐渐成为处于“零和博弈”状态下我国电视业的重要发展战略,而“播出季”作为品牌化战略的重要布局,在最近两年也被电视界极力推崇并高调推广。然而遗憾的是,“播出季”策略的具体实施存在着诸多问题,甚至与电视品牌化战略的发展方向形成一定背离。如 Today, as the status of the audience continues to improve and strengthen, the brand has gradually become an important development strategy of China’s TV industry under the state of “Zero-sum game”, and the “Broadcasting season” is an important layout of the brand strategy. The last two years have also been extremely respected and promoted by the television industry. However, it is a pity that there are many problems in the implementation of the strategy of “broadcast quarterly”, and even deviate from the direction of the development of the TV brand strategy. Such as