TRENDS OF BRAND IDENTITY OF TELEVISION NEWS PROGRAMS IN THE MIDST OF MEDIA DISRUPTION
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Abstract
The research article “Trends of Brand Identity of Television News Programs in the Midst of Media Disruption” is an initial part of the research entitled “7 Decades of Brand Identity of Television News Programs.” Research data were collected by interviewing the total of 21 key informants classifed into 10 executives of television broadcasting organization, 3 executives of online media organization, 2 executives of professional media organization, and 6 academics of information technology. The interview data were analyzed to identify the brand identity of television news programs based on the concept of brand identity.
The results of the study show that television news programs creators should create the brand identity for news programs in 6 aspects: (1) in the brand vision aspect, they should focus on responsibility, credibility and professionalism; (2) in the brand culture aspect, they should integrate contents for many platforms and apply technology in the work process; (3) in the brand positioning aspect, they should determine a variety of marketing positions consistent with the stand point of each organization such as being a news institution that provide correct news, be reliable, useful and has promptly interactions with the audiences, (4) in the personality aspect, they should take into consideration the needs of the audiences and determine the personality of the programs consistent with the audience’s personality; (5) in the creation of brand relationship aspect, they should focus on building engagement with the audiences from multiple communication platforms; and (6) in the brand presentation aspect, they should have the insightful and useful contents that the specifc groups of audiences need and apply a variety of technologies for presentation.
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