Cross-media Communication And Promotion Research Of The Voice Of China

Nowadays as the continuous fusion of media technology, culture and content and the rapid development of internet media, the survival environment of television programs, especially variety and talent shows, is facing unprecedented challenges. Under such worsened market conditions, a television programming company giving priority to content production purchased the copyright of "The Voice" and launched a large-scale music reality television "The Voice of China" with a leading television platform. With high production quality, this program became one of the most popular television shows with top audience rating, and obtained public praise and enormous economic benefits in the meantime. It has become the most successful music talent show in the history of Chinese television and brought the highest audience rating and a new peak of dissemination since the emergence of reality shows. As the dissemination and promotion of "The Voice of China" is bold in innovation, it not only brought phenomenal profits for the program but also accelerate the progress of cross-media transmission of television programs.With the background of media fusion, this thesis focuses on the theoretical analysis of dissemination methods of the study case- "The Voice of China" by using methods such as content analysis, document analysis and data analysis. Firstly, by describing the production of "The Voice of China" introduced by Star Group Limited, the thesis makes an introduction of Star Group Limited’s operation background constitution and excellent production team of the program. It also analyzes the innovation of the program and its market influence and concludes that the characteristic of the program have made certain foundation for cross-media transmission. Then in chapter two the thesis further introduces the characteristics of the cooperation of "The Voice of China" with broadcasting platform, internet media and offline media and their constructive model to analyze the construction of the cross-media platform of "The Voice of China". In chapter three the thesis makes a detailed analysis of the cross-media dissemination and promotion of "The Voice of China" based on three dimensions, namely before the program, during the program and after the program, through numerous data and examples involving aspects such as broadcasting platforms, video websites, news planning, topic diffusion, social platforms, smart phone terminal, and offline promotion. And it also analyzes a suite of successful paths of the cross-media dissemination and promotion of "The Voice of China" from the aspects of broadcasting platforms, video websites, news planning, topic diffusion, social platforms, smart phone terminal, and offline promotion. And in chapter four the thesis analyzes the new changes on the development of television programs brought by cross-media dissemination, and concludes that cross-media dissemination accelerates the reform and innovation of television program forms, transmission modes and the development of program brand.With the market competition becoming more and more furious, new media has brought challenge for the existent way of television media, at the same time, has also provided new opportunities and gave further impetus to its development. Television media should take full use of the characteristics of the development of new media platform to integrate resources and realize cross-media dissemination while promoting own competitiveness. Audiences in a changing market environment, the psychological needs are constantly changing development, we can follow to meet the needs of the audience, under the diversified market environment is the magic weapon leading to victories. On one hand, cross-media dissemination can accelerates the reform and innovation of television programs. And on the other hand, television programs can also inject power into the development of new media depending on its own source advantages. The mutual fusion of television media and new media also highlights the importance of the audience in such market environment, which demonstrates the transmission theory that "medium is the extension of men".This paper is in the hope that the research and analysis in this thesis can provide some theoretical foundation and practical experience for the television media and allow television media to maintain its own market shares in intense market competition. And it also hopes that it will accelerate the combination between traditional media and new media, open a wider mind for the cross-media transmission modes and make contribution for television media to adapt to the ever changing world of media and remain invincible.