Keywords: legal column; branding; development; television program industrialization
With the continuous development of the television industry, legal television programs have shown an explosive development trend in recent years. , CCTV's "Today's Statement" column has appeared a number of documentary, trial, talk and other program types that describe the process of the case and the psychological state of the parties. By the end of 2004, the number of regularly broadcast programs nationwide had grown by more than 20%. By the end of 2004, there were more than 200 national TV legal programs and more than 10 legal professional channels. As a result, some people have proposed an overall plan for the TV industry to adapt to market demand: "channel specialization, column personalization, and program quality." "Brand benefits" are increasingly valued by TV people. Therefore, how to promote the industrial development of TV programs and strive to promote the process of TV branding has become a historical necessity.
1. Refining distinctive features and striving to cultivate your own brand
How to make the column stand out in the smoky market today with increasingly fierce competition requires the creative staff to focus on planning. Kung Fu, great Kung Fu. The primary task of planning is to reveal the objective laws hidden behind scattered legal events through the analysis of topic materials and information, so as to lead TV legal programs in the right direction. For example, when the formats of case argumentation and documentary-type public security-themed programs are relatively mature, the models are fixed, and they are highly imitative, you can make some legal programs that include educational interactive, live court hearings, and real-life experiences. At the same time, we can also use some entertainment programs to explore some new program styles by adhering to the performance method and adhering to the concept of "education through entertainment". In this regard, Phoenix TV's "Wen Tao's Case" can give us some inspiration. Host Dou Wentao uses a story-telling style to narrate folklore, track the latest criminal cases and historical mysteries in cross-strait, three places and around the world, analyze the criminal's mind, and at the same time mobilize various elements of television to show it. The atmosphere of the entire program is relatively relaxed, making the audience feel like they are in a storytelling field. Although this program did not achieve the expected results, it was a bold breakthrough attempt in the context of standardized and stereotyped legal programs.
2. Optimize the creation of brand culture and column quality
To create a TV brand column, it must be endowed with strong cultural quality and humanistic spirit. Only if it contains strong cultural quality and Only TV programs with a humanistic spirit can be 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, not enough digging into the social background of the case, the criminal suspect's motive and mental journey, etc., and the reporting of the incident has remained focused on the matter. level. Topics are limited to litigation and civil cases, and the content is mostly about crime and punishment, law-abiding and illegal matters, as well as the work of political and legal departments, the deeds of the people, etc. In fact, this type 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." To solve the legal problems faced by ordinary people, it is necessary to solve problems for the audience in the program. While enhancing people's desire to watch, it also enhances the historical significance of the program, thereby reflecting the essence of leading advanced cultural trends, paying attention to the public, and paying attention to social changes, and guiding the audience to rebuild a noble outlook on life, values, and ideological and moral sentiments. High quality column. Relatively speaking, TV columns with decadent and mediocre content and low and vulgar styles must have nothing to do with the title of "brand column".
3. Establish a visual identity system for the brand column to facilitate marketing communication
First of all, the so-called outer packaging naming, endings, trailers, logo music, and column log design are not only It has the function of identification, and plays a certain role in the image promotion of the column, and can more accurately display the characteristics and spiritual outlook of the column. This kind of external packaging creates a psychological suggestion for the audience during communication, just like when you see orange, you will think of Hunan Satellite TV, and when you see the rotating earth, you will think of "News Network".
The second is mature personalized image design. Nowadays, most domestic columns adopt the producer responsibility system or the director responsibility system, while TV programs in Western countries have long started the host responsibility system. It can be said that when a column has ratings, it can focus the host as a star. In turn, a star host can also drive the recognition of a column through its ratings. At this time, the host is no longer just a speaking tool, but an expression of thoughts and a trademark of a good product. In similar programs, the establishment of a mature host image will inevitably become a highlight in the brand marketing of the column. For example, Jiangxi Satellite TV's "Legendary Stories", the host Jin Fei has a simple and unpretentious style, without too many pretense, the language is humorous, there is a bit of wisdom in the cunning, simple and casual, friendly and natural, revealing that he is completely free of lead. The simple beauty of Huahou. In the end, the story is penetrating and the commentary demonstrates the owner'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 expanded benefits
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, and the American television industry has had an "audience-oriented" awareness very early in history. American television organizations often entrust various research companies to carry out systematic audience research. By optimizing the media organization system and business processes, they can improve audience satisfaction and loyalty, improve media work efficiency and profitability, and achieve competitive success and rapid growth. Purpose. Only with scientific audience management can the media provide value-added services. At the same time, the media must not only provide information products and additional services, but also expand the sources of additional benefits of 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 collaborating agency to expand the brand and services.
5. Scientific management and efforts to cultivate high-quality legal program editing talents
In the field of domestic legal television, many channels and columns do not pay attention to the long-term training of editorial teams. In order to solve the urgent need, Professional legal talents are often temporarily transferred or recruited from other columns and teams are hastily formed, resulting in "carrying the machine"! "If you don't understand the legal system, the programs you produce will not have strong legal rationality; if you understand the law but have no TV knowledge, the programs you produce will lack viewing value and become case statements or TV news. With the strengthening of the country's legal system, from the country to Every citizen cannot do without the law, and the legal system has become an important part of television propaganda. Therefore, we must make the construction of a legal program production team a top priority and strive to cultivate a group of specialized television legal propaganda talents to make television legal programs more in-depth. , develop in a more professional direction
References:
[1] Li Cui. Introduction to legal news reporting [M]. China Radio and Television Press. , 2002, 2
[2] Huang Shengmin, Zhou Yan. New trends in China’s television media industry [M]. Communication University of China Press, 2005 (10).
[3] Li Xiaofeng. Research on China TV Brand Column Construction and Development Strategy[M]. China Radio and Television Press, 2003 (2).