It is inclined
Author:Strength
Amusement economic
The impacts of amusement industry and amusement trend have made Chinese media industry become high risk the investment field of and high repayment. Win high attention and protect the key that high loyal degree has been media success or failure and profit.
See that television is always popular important amusement pastime, television media leads the attention of the masses with the advantage of its high coverage rate and fast transmission message, but in recent years many channels same quality the programme that melts makes attention more rare on the contrary is short of. Facing the pressure of life and work, it is relaxed to have only to bring then can go deep into popular feeling with the amusement of happy experience to attract attention just, arising television amusement the tendency that melts is inevitable.
In 2005, the amusement
First, first traditional media relies on entertaining to melt, have broken through the limitation of unidirectional propagation, integration moves about to drive , short letter and network 3 move factor mutual activation television move mutual sex. " passive audience" have become " active one side", participation has promoted notice degree.
It been developing towards variation that secondly, amusement melts , though now, stage common amusement programme is still leading, but graceful culture and the benefit wisdom kind of science and education are already developing , attempt to satisfy the diversified amusement demand of Chinese different level crowd.
Moreover, amusement programme passes through
Amusement melts times, it is also new propagation competitive times, if explain country Professor Ming a needle sees blood land point out , propagation channel possess, with palm, control the contribution that ability forms for medium industrial core competitiveness will be more and more little , and propagate the integrated disposition ability of content resource and the original ability of content, as well as for sales terminal palm terminal service chain industrial chain and the ability of controling the expansion ability of value chain more and more becomes to form the essential factor of medium industrial core competitiveness.
We have possessed channel brand and the amusement programme of various different types, the unceasing innovation of content can just attract the eyeball of the masses more, please many can just make media brand have influence more, can obtain more square interests more. The amusement programme of effort innovation if can make the masses enjoy the content of deeper level while entertaining , will become surely " content is king " the winning person of times. We also expect Chinese television industry to let a hundred flowers blossom , let a hundred schools contend land prosperous development.
According to the requirement of the editor department " it is modern and advertising ", what we will select according to it have the television media of different representative and it has the television program of different representative , comments and analyses.
China Central Television:
China Central Television this unique nationwide propagation platform, have now had 15 channel professional channels to satisfy the different amusement demand of audience just programme makes excellence mostly, pursue all more the artistic amusement of demeanor. Though, CCTV stands with the news authoritativeness of current events, but start Chinese television amusement first river is 1984 of CCTV " the CCTV - 1 evening party of the Spring Festival", it is 32.2% and 23.8% that in 2005, the CCTV get-together of the Spring Festival still has in Beijing and the audience ratings of Shanghai( nun Er Sen, 4 years old above crowd), its receipt is incomparable in accordance with position.
The people of
The program of " a same song " drives from 2000 to broadcast , has entered 6th times , sings recently from the old song of beginning , goes to the new program program of 2001 years , puts out theme and goes into" the audience of nation-wide every place", also is CCTV first will large scale Zong skill programme is taking week as frequency land keep close to with "audience", rely on the very CCTV resource advantage and propagative plane, numerous star offers to develop , receipt is regarded very remarkably. 2002 China Central Television" a same song" open advertising public bidding is 65.6 million Yuan, it is the 2.3 times of upset price. CCTV is advertising to adjust price, " a same song " queue up non news kind of unit price, is first.
In 2005, " a same song " run , have entered product mature period. It has belonged to long life that in our country, a program lasts 7 years, and the receipt of " a same song " is regarded to still show not coarse. Regard data according to CSM receipt, the August each issue of 1 river large scale singing performance" a same song" the nation-wide above receipt of 4 years old regards to be more than 2% , " January 29 goes to enter enter " reach 4.1%.
2005," a same song" go to the produce of the American California state region of Silicon Valley before the Spring Festival" my Chinese heart", programme is played in first a and first 3, the local Chinese overseas Chinese of 20 thousand and giant star and the host of 3 two bank lands move mutual , have still promoted Chinese culture, national cohesion and the feelings between person and person greatly besides entertaining. On May 28,2005, " a same song " obtain " Chinese 10 big cultural motive forces brand ". As a television brand that has influence , the spiritual and cultural promotion of warmhearted public welfare is very important," a same song" have embodied all of CCTV the artistic amusement spirit of demeanor.
After August, programme enters a temporary arrangement issue, direct and make people to carry out the suggestion of listening to audience and integrating adjustment and program for programme, in order to a again last step in the future.
From the advertising operation of programme of " a same song ", conventional advertisement still drops behind demand , need to be positioned for a long time. As the experimental unit of cultural industry, have moved with some enterprises jointly mutual , but have no long-term tactful sponsor.
Suggest: Chinese amusement programme seldom has the influence of " a same song " and the foundation of advantage platform. " a same song " may create the integration platform of " Chinese amusement " further, is not only the very eye of TV festival, for " make star " industry, culture manages and cultural promotion goes up may have distinguished contribution. At the same time also may programme platform development helps position media propagation platform. From theme spirit," a same song" have theme per issue, but for whole year, common theme spirit need to still strengthen , need to accomplish shape scattered god to not break up. Using short letter or network plane etc., move media mutual, reinforced programme move mutual function, strengthen the participation of audience , sing totally" a same song".
CCTV film channel
The service that flows out
On February 13,2005, the famous program of CCTV - 6 film channel flows out golden years program, have given audiences a brand-new face. The programme full name after form correcting lets to" flow out golden years - gathering"; From the programme with the original a files development of 15 minutes of a 40 minutes. Form correcting " after flow out golden years - gathering " the main wound people who will invite film visit scene personally , with the audience common gathering time with one time lively experience of loving this film. In programme, have still increased many scenes with audience get excited mutual to festival, have increased programme more view and admire sex and amusement. Programme also increases rhythm sense therefore , is to be able to bring audience glad and visual feelings continually always.
Summary, new program
Keep close to audience, strengthening programme human nature the reaction that melts. Have increased to move mutual to keep close to audience , is satisfying the demand of audience as far as possible on every link. Train faithful audience.
Increase programme with audience well mutual is beneficial as moving to try. Have increased after form correcting with audience mutual move link, have raised influence and the influence force of programme.
Program brand consciousness strengthens. Apparently, CCTV film channel has also gazed at this point, the competition of television media also go up for the competition of brand, CCTV film channel puts forth effort to hope flow out this golden years program to accomplish elaboration melt , brand melts. And according to this, come to strengthen competitiveness and the influence of entire channel.
The vigour that has passed program and the
CCTV - 10 scientific educational
" exploration and discovery" is opened in July 2001 along with the 10th set programme of China Central Television , is the humanity historical program of documentary film and the first large scale natural geography of China. One that pushes as CCTV force day broadcasts documentary film, program is attempting to melt through entertaining this direction of documentary film, excavation documentary film the finally a barrel of gold of this Chinese television profession. Than the knowledge that book and documentary film present for adopting multi-media visual angle, it is more vivid and also more rich. Documentary film will knowledge amusement melts to be easy more to absorb.
The major crowd of " exploration and discovery " is " 3 high stratums": High educational background, high income and high position; Though, belong to the crowd " it is little and many ", consumer purchasing power is not low.
In 2002, the program of " exploration and discovery " makes the story of red willow that broadcast , " Nan brook river " and " seek Dian golden-haired monkey " obtain international award , in which " seek Dian golden-haired monkey " win natural screen film festival of 2002 years" TVE big award". This film festival is sponsored by BBC naturally historical department, is global influence is biggest , is also most authoritative naturally kind of film festival.
Besides above program, what special need is pointed out is that CCTV - 2 economic message channel most the benefit wisdom amusement platform of fashion. CCTV - 2 except amusement trump card" happy dictionary" and" lucky 52" amusement program outside after, September returns meeting gravity creation " dream for China ", " youthful China - - model contest " and " fashion Chinese - fashion design match " wait for programme brand , hold in mid-December " popular tendency, brand accepts to know degree issue prompt yet Chinese prize-awarding grand ceremony ". CCTV - 2 is now transforming from central system to channel system, the establishment of channel system can promote programme and the pothook of more close advertisement further, It is expected that the 2 sets of programme brand of 2006 years will have larger development.
Hunan guard regards:
Cool detachment looks on Hunan guard to regard this many years , each road expert sees kernel to see wisdom , it is different and enough. But actually true when theory and action force not from get we do not pay attention to.
Location" happy China",
Hunan guard regards the star on January 1,1997 , puts out one after another" happy base camp" , " the contract of rose" , " music unceasing " etc. program dozen entertains brand, " television Xiang army " have brought into relief right now Zong the engineering capability of skill amusement.
The end of 2002 years, Hunan guard
June 2004, Hunan guard regards to position more distinctly" happy China", Yi when " create China have the television amusement brand of vigour ", being determined break through , is regional to become nationwide television channel. Besides" golden hawk theater", so as since manage brand programme and large scale campaign strengthen night gold part for core, creation night" happy Chinese 930" since manage program to bring.
From the receipt of contrast 2004 of 2005 years in accordance with expression, the night part of " happy China " goes to the average 2% of 1 the effect of form correcting of August of 2005 years( the nation-wide province net above crowd of 4 +) from the CSM rising of 1.4% of 2004 years , may confirm.
It is large scale
Based on the produce for amusement programme
In 2005," happy China" start the offensive " 2005 Mengniu sour milk super female voices" with Mengniu strategic alliance, it shakes force and influences degree, let audience and field person and advertising main and media special field personage shakes for it.
The media of " 2005 Mengniu sour milks super female voice " and the really worth-while utilization of propagation discuss , do not aim at the very programme content here. The hobby of programme should be decided by audience, the well bad need of content with the positive influence for that society produces is measure standard. Here shrewd want analysis as soon as next media creates and wins totally cooperative pattern, multi-party win situation totally , create media propagation brand , at the same time again take affect in each cooperative partner.
On February 24,2005, Hunan guard regards , Mengniu milk field group and Shanghai day gives pleasure to medium company when Changsha alliance announces , will create the annual game campaign " 2005 happy Chinese Mengniu sour milk super female voices" together. Soon afterwards, 3 persons create win situation totally also is everybody admire.
" broadcast alone
When" super woman" heat broadcasts , Hunan guard regards to have speculated without restraint in this for September 1 head broadcasts to" grow " at the same time, have arranged " Chinese the emperor II" to assist to broadcast secretly, two files strong tendency TV plays deliver appearance shine , will when continued whole journey occupation the line of vision of people, it diligently very bitter evidently a spot. According to nun Er Sen receipt regards data," big length is this" already make Hunan guard regard to have in Shanghai, Chongqing, Xi'an, Hangzhou, Wuhan, Chengdu and Changsha open for 3 days before broadcasting substantially uptrend. " big length this " recruit business turnover, have been as high as 70 million, thus it can be seen its tempting profit prospect.
Throw stone to
Hunan guard regards to give audience power to make decisions frequently with the market elimination mechanism of PK in order to guarantee that programme quality and receipt are regarded. " dodge to light host " sea chooses already from kernel have gotten crest well-known right with medicine field is going on. According to the report, Hunan of 2006 years guard regards will can still go to two continuously to recruit chess , one recruits still large scale campaign, as" country ball grand ceremony" , " super male voice" , " super female voice ", another recruit is still is TV play mainly. Though and in this year, strategy closes , but " Xiang army " allow in to put in effort constantly, so as make the own times in " content is king " be in an impregnable position , with "content", create nationwide media propagation platform.
Suggest:
Hunan guard deserves to be admired really in accordance with the unceasing innovation of programme content and many theory music. As a media brand that has influence , must undertake more responsibility , guide the growth of teenagers correctly , also hope to be able to bring all the artistic enjoyment or knowledge that may be aftertasted more in entertaining to study.
Anhui guard regards:
Anhui guard
Create the own brand of TV play beginning from 1997
On March 5,2005, Anhui television station has put out a files with TV play as theme large scale Zong skill programme " drama is in fashion to move ", it has not only contained the content of TV play Zong the produce of skill recommendation and TV play titbits, the star smooth road of the drama star of movie and television and behind story , the drama song, star dream and star anecdote of movie and television etc. numerous besides Zong skill element, still create many participation of whole people in program.
" you need not spend money to send short letter , need to want to throw a ticket for the actor and TV play that you like , you have possessed participation to move mutual the qualification of game! You need not twist to let the thought of brains , need to want to wear the camera lens of gang carefully in catch short film, you have the opportunity to win to take the big award of 1000 Yuan! "
" drama is in fashion to move " have combined Zong the double function of skill programme and propagative TV play, just both appearance supplement appearance Cheng. Since broadcast afterwards expression come to see , " drama is in fashion to move " do not undertake popular confidence really , have reached TV play with programme the effect of " Shuang win ". On the one hand, programme content has stimulated the understanding of audience for TV play interest, have driven the audience ratings of TV play; On the other hand, the link that on the foundation of TV play design and the star honored guest that asks makes programme have more may see sex, for creating famous brand, programme has benefit.
In other words, " drama is in fashion to move " is the first files of China, also is only a files on TV play big make an issue Zong skill programme, have started this kind of purpose of TV festival one first river.
Eastern guard
Eastern guard regards
Refer to the success of " American idol " , is regarded by eastern guard , go up gallop to entertain and Lai card brand scolds capital creation" my my type SHOW", and it is broad to get the Shanghai writing and disc round the world( SMG) sustain with full attention, in 2005, Dragonair aerial, bright last tea beverage becomes joint sponsor.
" my my type SHOW" 15 core 26 years old young person is goal crowd, there is men and women simultaneously, is different from " super woman". The brand spirit of programme outstanding sponsor. The condition of entire program selection player is installed , the expression on-the-spot, needs show Lai card fashion sense and the modern sense of " have type have Xiu ", so, combine with its product concept together.
The audience ratings of " my my type SHOW " of
Eastern guard regards to, also, with this program, create the eastern amusement that guard regards characteristic, in strengthening as the call force of youth consumer crowd, when the propagative contribution of programme that made vigorously also greatly.
Further development
1. Programme location will be
2. Must move with audience mutual
3. Sponsor and programme article utilize
4. Start " media, sponsor and
Travel guard regards:
Travel guard regards the most evening star, but it is the satellite channel of the first professional travel , is also the satellite television channel that Chinese first private enterprise finances. On July 5,2004, protecting the sharp China medium limited company of 100 million to formally take over travel guard have carried out overall form correcting in accordance with rear, this channel, incline force creation elaboration program. Channel location for " travel information upright Taiwan and fashion amusement and weight ".
In entire programme frame, the travel fashion programme except 6 hours and the information kind of programme of direct broadcast of near 3 hour outside, have still contained if: " entertain to take the charge of our bank " , " round the world popular report" , between " have no visit ", " 7 or 9 ", " move slow world trip ", " guard regards vanguard " and " play very much " etc. a series of outside buy and is from the amusement managed , fashion and life kind of programme, as well as " Ying reach theater " and " old flat site " wait for the programme of movie and television , entertain evidently in the weight taken in its channel programme resource. Even as travel kind of programme, the travel programme that travel guard regards pursues cultural travel more, as the banner travel programme of this Taiwan: Trip person The Walker seeks and discovers humanity history more with the scout of visual angle of travel person personification.
In the aspect of large scale campaign, travel guard regards then after last undertake " world Miss" to elect contest , this year will be undertaken continuously. Besides, travel guard regards to have bought outright the right of direct broadcast of international golf match solely.
Evidently, compared with other amusement channels, the "amusement" of travel channel is not " popular amusement" , so comes from existing receipt in accordance with data to see , after form correcting, do not still see obvious uptrend, but believe for some little everybody crowd, especially male , is young , fashion , have good educational background and pursuit commercial personage and the white collar of noble life quality, quite have influence still. Firm existing audience and developing high end crowd are the direction and goal that travel guard regards.
It is advertising to manage aspect, now, major advertising customer has two big kinds: Fast-moving consumer goods and high end product, such as automobile, IT, it is financial and safe to wait. Though, travel guard has regarded the sale way eaten with advanced theme advertising cover to attract customer , but is taking data as the advertising company of 4 A of guide to be hard still with present receipt, persuade customer in accordance with data, so now regard to have greater input in travel guard is in the majority still with local customer, include programme assistance , is also local customer completely. If " snowflake beer " support " true television", " China Mobile" support " play to turn the earth " and " endure step sport shoes " to support " the popular report round the world ". Travel guard regards to be wanting to increase the cooperation with international advertising company, hope the source of its advertising customer can as its audience source: It is young , fashion , have good educational background and pursuit business and the class of white collar of noble life quality personage.
The suggestion
1. The location of travel
2. Need to rely on a large scale campaign,
3. Advertising cooperative way, may seek a major
4. Need to develop
5. Cooperate with the travel agent of entity
Media source:It is"
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