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栏目专业化要求栏目定位和形象包装相对统一.突出个性和特色,以某一固定收视人群为服务对象,从微观到宏观实现栏目内容的专业化和专业内容的丰富化。其特征主要包括:特定的目标收视群体;相对专一的内容及与之统一的个性化风格;品牌意识与经营运作理念等。本文将以宁波电视台的文化类栏目《江南话语》为例,对栏目专业化与品牌化的建设进行探析。
Column specialization requirements column orientation and image packaging is relatively uniform. Highlight the personality and characteristics of a fixed audience for the service object, from the micro to macro content to achieve part of the specialization and enrichment of professional content. Its characteristics include: a specific target audience groups; relatively specific content and a unified style of personalization; brand awareness and operational philosophy. This article will take the cultural category of Ningbo TV station “Jiangnan discourse” as an example, the section of professional and brand building to conduct an analysis.