Against the backdrop of media convergence，the year 2017 saw China's TV industry making continued push for brand building and brand influence. Central and provincial satellite TV stations have relied on the new media dynamics to develop platforms，improve contents and venture further into the mobile business，with the aim of boosting their respective competitiveness. Cultural variety shows and “Slow-paced” reality shows were emerging as new highlights and established variety shows full enjoyed the brand effect dividends，with，however，still few new phenomenal shows on the market. As for TV dramas，the total number went down and overall quality up，with a succession of quality new offerings and still more work to do in narrowing the gap between ratings and word-of-mouth. In the future，efforts of developing TV brands shall be focused on forging trending topics to raise brand awareness，using strong IPs to bolster core competitiveness of brands，and creating a multi-brand community sustained by social factors，so as to accentuate the unique brand values of the TV industry in the era of media convergence.