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Analysis of TV Column Brand Optimization and Innovation Strategy from the Perspective of the Belt and Road Initiative

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DOI: 10.25236/icemeet.2021.085


Xiaoxia Wang

Corresponding Author

Xiaoxia Wang


In the development process of the TV program, the TV station wants to enhance the overall media brand value and core competitiveness. In order to accelerate the realization of the Chinese Dream and promote the smooth implementation of the "Belt and Road" initiative, as a traditional news medium, radio and television still occupy a dominant position in emerging economies and developing countries along the “Belt and Road”. Facts have proved that brand columns are more attractive and influential to audiences, and can better adapt to the requirements of media development. How to improve the brand value of TV programs is an important topic for TV media. Therefore, it is of great practical significance to study the brand value of TV programs. In this case, only columns with high quality and strong attraction can stand out. But at present, there are still some problems in TV program operation, such as imperfect program production, unreasonable design, lack of program innovation, vulgar culture and so on. These problems seriously hinder the operation and innovation of TV programs. Through the Belt and Road Initiative, the paper looks forward to the new opportunities for radio and TV in the new era.


The Belt and Road Initiative, Television media, Brand value