Audience Participation Study Of Qilu Channel News Programs

Qilu channel of Shandong radio and television has been at the forefront of the development of Chinese provincial terrestrial channels. Putting the audience demand on an important position, Qilu channel ranks first in the ratings in Shandong Province. Qilu channel’s professional audience research institutions always grasp the latest trends in audience demand, particularly emphasis on audience participation. Participating in Qilu Channel is the positioning of the channel and columns and in program production, program content, program package, program formats, modes of communication of the entire programming process, Qilu channel firmly puts the needs of the audience in an important position, so that the audience really participate in the column by SMS, hotline, broke the news, community posting, network virtualization activities and on-site activities, twitter and micro-letter. Inspire audience’brand identity to the channel and columns and expand channel’s brand influence.This study mainly goes through the methods of in-depth interview, observation and field survey to understand the basic situation and satisfaction that the different ages, different occupations, different qualifications and different income groups participating in Qilu channel news programs. By method of field survey among these groups in depth experience their participation environment, behavior and motivation and understand the main issues of their participation, the purpose and motivation to participate in activities and the value and significance of participation. Further explore the feasibility, innovation and problems of the mode of Qilu Channel audience participation. Put forward specific proposals to better build volkswagen integrated channels of China’s most interactive features.