Think brand, Readers again turns CCTV around

In the new age of digital, a number of commercial media and cutting-edge internet platforms have gained presence amidst state-run media. Furthermore, social networking sites, micro blogs and live streaming are reshaping China’s information culture—especially among the young generation. Facing with the changing media landscape, authority TV station is continuingly attempting to produce content more fresh and creative.

Though seen as a branding channel, TV station itself also need branding. In the past week, with the start of a new program—Readers in CCTV, the ambition of the biggest China state-owned media is again revealed to the audience. Recognized as a serious and boring TV brand, it seems hard for CCTV to win young’s heart. But instead of staying changelessly or following blindly, the big brother of Chinese media has been producing a series of program representing the great China cultures and rebrand itself.

How CCTV turns around branding as cultural program leader? Let’s take the Reader as an example.

1.     Content is still the king

Consumers may be watching on screens that aren’t the traditional television screen, and they may be watching on more than one screen at the same time. But good content presented on a good platform will be consumed by viewers too. In the slogan of amusing to death, with the full screen of reality show and gaming program, the high quality cultural program is the fresh spring among all. The TV program Readers produced by Dongqing, the well-known Chinese television host, invites both famous guests and ordinary people reading articles, books and sharing with audience. In the first episode which themed as “meeting”, the actor Pucunxin shared his unknown childhood and read a thankful article for his benefactor. The Miss World Zhangzilin saw the birth of her baby as a new meeting of life and bless her girl with a warm article. In line with the Chinese Poetry Competition which is also produced by CCTV, Readers represents the beautiful literature and essence of Chinese culture in a new way. In short, the content of the Readers can be summarized into a formula, Readers=reading + people+ story+ emotion, without any, the program won’t be so successful.

The Miss World Zhangzilin

2.     Social media shows the brand in a multifaceted way

Social media also plays a key role in the traditional program branding. The program official also creates a Weibo account and hash tag #CCTV Readers# (#CCTV 朗读者#) allowing viewers to create, share and exchange information and ideas. Many audience join the topic and comment the programs. In addition, those guest speakers who have large follower base also may attract netizens’ attention. Similarly, the popularity of Chinese Poetry Competition just started in Weibo. Competitors who are called poetry talent(诗词达人) such as Wuyishu, Chengeng are highly praised for their wisdom and intelligent. Through the social media, viewers may know more stories behind the scenes, producers also get access to more branding opportunities by delivering multifaceted messages and interactions.

Weibo Topic--#CCTV 朗读者#

3.     Good brand branding itself

Besides the TV program, Readers launches an offline event called Reading Pavilion. People who are interested in reading or recitation can come into the phone-box-liked pavilion to record a piece of reading for their beloved. This offline activity has brought great engagement. But what drive people to open the door of pavilion? Apart from their own interests, the reputation of CCTV is another force. Next to the pavilion, standing an electric billboard shows the picture of the famous host, information about the program, and the big CCTV logo. As any reader who reads and records in the pavilion has chances to be chosen by the program and showed in national wide, people are more willing to step into the pavilion. Meanwhile, the engagement increases the awareness and reputation in turn. Additionally, such creative drift reading pavilion brings the high, elegant cultural program down to the ground, making it touchable and achievable for everyone. This is what changing the brand image from a distant TV station to a close and warm culture advocator.

4.     Geography and timing

The Reader is displayed in TV, official website and App weekly. And the offline activity currently is carried in five cities, including Beijing, Shanghai, Guangzhou, Chengdu and Hangzhou. These cities not only have a high density of population, also located in the different regions of China radiating the majority. The placement of drifting reading pavilion has its consideration too: library, university, city landmarks, etc. It is clear people who are educated, interested in reading are targeted.

Reading Pavilion in Hangzhou

As the heat of Chinese Poetry Competition remains, it’s the time to launch Readers. And the Saturday night show fills people’s weekend spiritual blank, offering a great feast of culture and emotion.  

To sum up, good programs and content are one of the most significant elements of TV branding. Good branding may not make up for bad programs, however, good branding can make a channel or TV station better than others showing similar programming. For TV branding, it is about gaining viewers and keeping them watching, thus, social media and offline campaign really helps. Also, geography and timing strategies are the tricky one building a program or brands. Lastly, the national TV station should keep changing audience perception from “worthy but dull” to “witty and engaging” and make full use of brands.

References

1. 不喧哗自有声！《朗读者》就是这样的综艺界清流

http://mp.weixin.qq.com/s/KkY0fVIBnyB-_wovN49PEA

2. Channel Branding 

http://www.tvtechnology.com/post/0192/channel-branding/225563

3. 董卿谈《朗读者》：诗书在心 美人不败 - 转载请保留原文链接：http://www.zhengfawang.com/?id=535