A Study On The Marketing Of Reality TV Program

As important parts of Chinese culture products, TV entertainment programs may not only satisfy people’s increasing cultural needs, but also serve as public services that carry forward moral cultures and convey mainstream values. Meanwhile, they are indispensible for inheriting and upholding Chinese national cultures.With the emergence of programs such as "Super Girls (Chao ji Nvsheng)" and "My Hero (Jiayou, Haonan’er)", audience’s daily cultural lives have been enriched, whereas the ratings of such programs are declining.Despite "The Voice of China" jointly created by Zhejiang TV and Shanghai Canxing Culture & Broadcast Co., Ltd was introduced into China based on an original foreign program, it has achieved a high rating among music reality shows over the past few years. "Blind audition" has become a common competition system followed by identical programs, and multi-channel marketing communications have also transformed "The Voice" from a name of a program into a music brand. Based on theories about integrated marketing communications, marketing methods of "The Voice of China" are analyzed in this paper from the perspective of the industry chain for "producing, packaging and distributing" television programs. Furthermore, it is proposed that the brand known as "The Voice" is actually an "imitative" success that has been attained based on internal and external effects of a system. In addition, controversies about "The Voice of China" and its deficiencies are discussed.