A Study On The Spillover Effect Of Introducing Overseas TV Program Format And The Promotion Mechanism

Nowadays television program format has become an integral part of the TV program market but the research and development of it started relatively late in China.As a result the development of television program format in our country is still far behind the West and some Asian country like Japan and South Korea and we take part in the TV format market mainly as a buyer.In recent years,with the number of the trade of overseas TV program format increased,the development and application of it especially the industry of TV content has achieved a remarkable success.Introducing overseas program format copyright has effectively promoted the progress of TV program format even video industry in China for the reason that the process gives us a chance to deeply communicate with the excellent creative and the production teams which can help us learn a lot of advanced programming ideas and production methods.We called the progress as the spillover effect of introducing overseas program format.It means the introduction and application of program format can be accompanied by a direct or indirect interaction,communication and learning which can improve the creation and production of our TV program format and development of content industry.The paper takes the spillover effect of program format as the research object and based on the theory of knowledge spillover.On the basis of elaborating the concept of format spillover effect and the different ways which can bring out it,the paper analyses the spillover effect from the macroscopic and microcosmicview thoroughly.Further more,after discussing the influencing factors of spillover effect and combining the the natureof TV program format,the paper refines the key factors of program format spillover effect from the aspect of the program format seller /buyer and the type of TV program format.And then the paper specifies the the importance of specific factors through a questionnaire survey which is just accessible to the professional.At last by the combined of the result from questionnaire and the influencing factors,the paper putsforward some suggestions and promotion mechanisms to enhance the program format spillover effect.