The Identity of Channel 7’s News Program

Abstract

Research on “The Identity of Channel 7’s News Program”, a qualitative research, collect the field of depth interview from 12 of executives and personals in News Department of Channel 7, and aim to study the Identity of Channel7’s News Program to show the core of Channel7’s News program which is never change even the time passed. The results show that The Identity of Channel 7’s News Program is “The Locality Hi-technology” which is shown from the Identity as before that are villager, easy to understand, politely, be believable, try to please the audiences majority, conservatism never change from the first begin. After a new age of broadcasting in Thailand that change from analog form to digital form for Television’s broadcasting and other digital media platform come, affect to television industry growing up fast and each television’s stations have to compete other for survive. From that reason, Channel 7: one of the Thai Television broadcasting have to compete and added more Identity which are modernity easiness and deftness that are shown form Core Identity of Channel7’s news program. The Core Identity is shape from (1) Brand Personality of Channel7’s news program which is specify to be solemn, official, polite, believable, conservatism, friendly, modernity, up to date, easiness and deftness (2) Brand positioning of Channel7’s News Program is shape form the target audience who are the Thai people live in provincial part which are the biggest part of audience in Thailand. Besides, the extended Identity of Channel7’s news program which is composed of Visual Identity, Verbal Identity and Behavioral Identity are also shown that of Channel7’s news program is being politely, accuracy, believable, variety, friendly, modernity, easiness, deftness and being technology leader in the television industry. All that result, the extend identity are in line with the policies and Core identity of Channel 7’s News program.