Try To Talk About Corporate Music Television

January28,1979, Shanghai TV Station first broadcasted a TV ads about “Shenguitonic wine” up to1minute30seconds，it have become China’ s first TV ad since1978.Then，TV ads began developed rapidly in China. After1990s, music television fromthe West entered our country, it made a strong shock wave in our Mainland, andstimulated and inspired our teletricians and musicians to make the music televisionwith Chinese characteristics. With the development of social economy, intensity ofcompetition in the same industry more and more increased, the competitive mode ofcorporations gradually changed, the competition of corporate brand instead of thecompetition of traditional price, technology, capital and competition of other aspects,the corporate music television came into being. More and More corporations haverecognized that if they want to seek development in the fierce competition, thecorporate music television is one of the necessary means to shape the corporateimage.The corporate music television deduces advertisements by the form of musictelevision，it wants to attract viewers by the beautiful music，beautiful screen，and thelyrics of containing the concepts of corporate culture or product information, it aimsto establish the unique corporate image and to make differences with similarcorporations, and then holds the dominant position in competition. The corporatemusic television has features of audio-visual integration and the unity of music andpictures, it has communication advantage which has promoting corporate image byartistry, carrying forward the spirit of corporate by nationality, publicizing corporatepersonality by originality etc, it plays an important role in shaping the corporateimage, promoting corporations and its products, enhancing their visibility andreputation, etc. However，due to the corporate music television’s higher input costsand small number of works, now the corporate music television has not beenwell-known by the public. And corporations did not pay enough attention to thecorporate music television, small and medium enterprises were unbearable for the costof its production, which is partly result of the corporate music television’s narrowmedia and communication channels, thus communication effect of the corporatemusic television was limited.In order to optimize the effectiveness of communication of the corporate musictelevision and promote the development of the corporate music television, we should strengthen the awareness of corporate image and take full advantage of digital mediato expand communication space of the corporate music television, which makecorporations and audiences to have a clear understanding about the corporate musictelevision and make the corporate music television to play a full part in shaping agood corporate image.