The Establishment Of The Interactive Concept And The Expansion Of The Interactive Mode In The TV Program

As the development of the information technology,and the evolutionof the audience' Psychology, the television industry has brought a newround of changes in the mode of communication. The "interactive" hasbecome the key word of the television."Interactive" concept put forward for the traditional media oftelevision media in the competitive environment for the survival anddevelopment of the new space. As the reasons of technology-driven,mediaenvironment,social and cultural needs and the audience demands, etc.TV programs begun to introduce the "interactive", and used various waysto interact with the audience. First, the television reported on theirown initiative to create hot, in order to attract the attention of a wideaudience. And, on this basis, opened up special columns for the audienceto produce their own programs to broadcast these columns Lane. In theprocess of the TV programs, part of the audience can participate in theprogram. The audience, if not personally involved,can use the telephone,network and messaging platform. These can also influence programmingprocess. To further achieve the effect of this interaction, the messagewill be broadcast in the process of interaction with the audience at thesame time, television has taken the form of personal interaction, andorganize various promotional activities columns. In real life into theaudience, so that it can reach the audience with a more thoroughinteraction.With the development of society, the advertising business as a specialaudience, attracted the attention of the television media. Theadvertisers' intervention brought a new expansion between theinteraction of the audience and the television program, it alsoprovided new opportunities to the TV industrial. As the development ofthe interactive concept, the program interactive mode has become a mode of operation, and Brand awareness of the media has started to wake up.Used online media, and integrated many other medias' transmission andresults, The media should not only focus on promoting its own brand, weshould strive to develop its own brand advantages columns, therebyenhancing their competitiveness. With Brand Integration arrival of theera of marketing, traditional media to "pull advertisements" in theadvertising marketing model has been a great challenge, and domestic mediaindustry is facing from the traditional advertising model to IntegratedMarketing Communications into the profound changes. Traditional TVindustry through innovative program content, and the commercial capital,using development by leaps and bounds,format a sound development ofcirculation, eventually achieve the transformation of the media industryand the fissile. Diversification in the dissemination and sales toeventually bring about a new change, then further enhance the traditionaltelevision industry brand value and competitiveness.Currently, the field of traditional television in a wide range ofintegrated marketing sense, can be divided into two forms composition,One is the overall operation through the channel, the channel columnsachieve the effective interaction, integration channels of internalresources establish the image of channels, channels established brand;The other is with the network, text messaging, newspapers and other mediaand commercial institutions, seeking to maximize the effects of theBrand.Brand Extension channels to achieve the overall operation,Inaddition to television publicity and corporate sponsorship and access tothe advertising revenue. Currently, television has also begun to field"program after" product development, on the development of derivativeproducts for the television bring greater vitality and development space.All the emergence of new media, the various modes of transmission ofintegration, the use of various marketing methods will bring about thetelevision industry, a new development. The future of this public television media will be in accordance with the laws of their owndevelopment, and the audience, marketing, technical elements that formedsqueezed together to find new breakthroughs, to inclusive commonexperiences.TV and traditional media and new types of businessorganizations, will give the television industryand the television bringgreater vitality and development space.