品牌是产品质量的标志,同时也是一个企业的形象代表。名牌栏目对于媒体来说,也具有同样的作用。特别是跨入新世纪的门槛后,我国加入WTO,媒体的改革将从内部挖潜、企业化运作过渡到外部整合和集团化发展上来,跨媒体、跨地域的多元化经营和集团化,必然成为我国信息媒体的未来发展趋势。在媒介市场竞争日益激烈的挑战中,广播电视频率、频道的形象显得更为重要。媒体外部形象的开发,必须依托品牌开发,依靠高质量 Brand is a sign of product quality, but also a corporate image representative. Brand name column for the media, also has the same effect. Especially after entering the threshold of the new century, when China joins the WTO, the media reform will tapping the potentials from the inside and the transition from enterprise operation to external integration and collectivization. The cross-media and trans-regional diversification and collectivization will inevitably become The Future Trend of Information Media in China. In the increasingly competitive media market challenges, radio and television frequency, the image of the channel is even more important. The external image of the media development, we must rely on brand development, relying on high quality