【作者】 陈莹；

【导师】 刘仁圣；

【作者基本信息】 南昌大学 ， 新闻学， 2006， 硕士

【摘要】 自从1996年中央电视台的《实话实说》栏目在全国掀起了一场电视谈话热潮之后，各地电视谈话类栏目如雨后春笋般地出现，形成百花齐放、争奇斗艳的局面。但是，谈话类栏目在繁荣的表象背后，却存在着许多隐忧。栏目的谈话风格、话题选择、主持人的形象包装都大同小异，同质化现象严重，缺乏创新，缺少精品。这些问题必然会影响栏目未来的发展。当前的电视竞争已进入了品牌竞争的时代，整个电视市场形成了一个全方位竞争的格局。发展到今天，电视谈话类栏目已同样进入了品牌竞争的阶段，谁打造出强势品牌，谁就赢得了稳定的目标受众和源源不断的广告收入，谁就毫无疑问地拥有了话语权。本文从分析当前电视谈话类栏目的发展现状入手，试图从栏目的定位、内容、主持人、包装以及品牌的维持与创新等方面来探讨创建品牌栏目的策略。更多还原

【Abstract】 In 1996, TELL IT LIKE IT IS of CCTV created a sensation in China. Its success has led to the trend of "Talk Show" programs. But the most outstanding dilemma is imitation instead of creating something new. The future of "Talk Show" programs will be influenced greatly.The present TV competition has got into the stage of brand competition. The whole TV market has formed a competitive pattern of overall situation. Any TV station which creates the brand will have the opportunity to become the winner of TV market. It will win more and more audiences and advertisements. It will get the right to talk, too. When entering the new century, the competitive tendency among various "Talk Show" programs has developed more and more intense. The most effective weapon a " Talk Show" program can use to defeat the competitors is brand.This paper begins with the present situation of "Talk Show" programs, then probes into the brand strategy on "Talk Show" programs.更多还原