The Discussion On The Development And Innovation Of Chinese TV Lecture Programs

With broadcast of Lecture Room, the audience began to pay attention to TV lecture programs.The programs catered the audience on the demands of the culture and emotion in the elite culture to the mass culture and it fused the academic and media.But, with broadcast of a large number of TV lecture programs, serious homogeneity led to programs been limited in development. With the development of television media industry, there have been a number of new TV lecture programs such as VOICE. Through the unique location mode and innovation strategy, they made the audience have changed the traditional knowledge in TV lecture programs.In TV2.0 context, this type of programs increased the propagation characteristics of interactive. Personalized and experiential and the communication objective was changed from education to influence and the programmes was riched from speak to the discussion.Moreover, the programs was based on the guests’ life experience and gave Chinese youngests positive energy.This paper is divided into four chapters to discuss the development and innovation of Chinese TV lecture programs.First, the thesis combs and summarizes the development of Chinese TV lecture programs, and it discusses the characteristics of the definition and communication background of TV lecture programs.Secondly,through the analysis of the audience data of TV lecture programs,let the reader understand the change of the psychology of audience demand and the propagation characteristics in TV2.0 context which pave the way for the innovative research of TV lecture programs. Thirdly, the paper deeply analyzes the new TV lecture programs from the communication strategy, and discusses the innovation characteristics of it. Finally, through research on the program brand and brand management, the thesis understands the innovation of TV lecture programs in the brand marketing.This paper summarizes Chinese TV lecture programs of the development history, present situation and related theories using the methods of literature analysis; it analyzes today’s TV lecture programs on audience size, range, degree and so on using the data analysis;as the main research object,it analysises the innovation in communication satratege and brand marketing of Lecture Room and VOICE using the case study method.Through the above method,this paper satisfy the characteristics of innovative topic,data and view, and sums up the innovative strategy of TV lecture programs.