近些年,广播电视媒体越来越重视品牌建设,品牌节目、品牌记者、品牌主持人也愈见显现其优势、影响和聚合效应,推动频道、频率更好、更快的发展。本文主要从广播电视常态品牌建设和主题活动品牌建设两个层面,阐述了媒体发展要充分开掘和发挥品牌效应,建立品牌集群,用行之有效的方式、方法将品牌的价值最大化展现。 In recent years, radio and television media have paid more and more attention to brand building, brand programs, brand reporters and brand presenters, and their advantages, influences and synergies have also become increasingly apparent. They have promoted channels with better frequency and faster development. This article mainly from the two aspects of the normal brand construction of radio and television and the brand construction of the theme activity, elaborates the media development to fully dig and play brand effect, establish the brand cluster, with the effective way, the brand value maximization show.