Research On Innovative Communication Strategies Of The Online Self-Made Talk Show "Roast"

In recent years,with the continuous development of video website,the content produced by UGC users is gradually replaced by the content production of PGC specialization,and gradually forms the PGC ecosystem.In the ecosystem built by PGC,video platform capital keeps accumulating,which lays the foundation for the introduction of self-made content,while the self-produced content has the obvious advantage of "open source savings".The gradual expansion of the Internet has promoted the value of the network media,and the small screen viewing behavior triggers the multi-dimensional demand of the professional and personalized content products of the Internet audience.The production capacity of PGC content production company is continuously strengthened;With homemade content of good policy,the state shall encourage network video platform of network in 2017 homemade variety show blowout state,IP network video platform dedicated to hatch heald,echo PGC ecosystem,the whole industry chain operations.In 2017,the competition pattern of the homemade variety show of the head network is presented as reality show,documentary and talk show.Which show the head high fever works accounted for 20%,because of its wide-ranging program forms,rich content,topic followed hot spots of program,the program grandiose and personalized reading for content material satisfy personalized Internet young audience with joy,highly efficient ring powder.The first and second season of the online self-produced talk show "Roast",which is jointly launched by Tencent video has become an annual phenomenon in 2017.Himself on the basis of predecessors' research through the case study method,text analysis and content analysis,etc.,first of all to the SWOT analysis of "Roast",dig poking fun at the conference in the spread of the elements that are uniquely different from other programs growth strategy and the need to avoid defensive strategy factors,as the base program communication strategy choice.Then use "5 w" mode as the research framework and combined with the five elements in the new characteristics of network transmission,the spread of parsing program,communication content,communication channels,audience communication effect and the five aspects in the growth strategy and communication strategy choice application of defensive strategy is how to innovate.Finally with PGC ecological environment,from a macro perspective to the development trend of future network homemade content industry,and specific to spread of homemade talk show and put forward constructive Suggestions for the future development of industry.