Brand-Building of Pay TV Channel

Fanbin Zeng, Wang Han


It’s important for content of Pay TV Channels to be specialized, individualized and branded which becomes the purpose of specialization and individualization. Only with strong brand effect, can Pay TV Channels succeed in competing with Free TV channels and other media. Differentiation founded on TV brands will be beneficial not only for enhancing brand awareness and customer satisfaction, but for establishing TV media’s strategy system. For instance, in 2004 to 2008, China DTV Media, China’s leading Pay TV operator, put up a brand evaluation system containing market share, brand awareness, brand loyalty as measuring standards, with which the brand-building has been token up during market operation.

Actually, in the long-term development, many Free TV brands have been created in China. Among winners of the Top Ten Programs awarded by China Broadcasting and Television Association in 2005, there are five TV programs, all of which are free programs, including Law Online (in CCTV), Nanjing Alive (in Nanjing Broadcast Television), Night News (in Heilongjiang TV), True Love Story (in Hebei TV) and The Past (in Hubei TV) (Zhang Junchan & LuiPeng, 2006).

While compared with Brand-Building on Free TV Channels, in China, Pay TV Channels hasn’t walk the path of Brand-Building really. How can it move on better? In this section, there will be some analysis about it.

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