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The Content Production And Marketing Innovation Of Reality TV In China On Internet Time

Posted on:2011-07-26Degree:DoctorType:Dissertation
Country:ChinaCandidate:D M LiFull Text:PDF
GTID:1118360305950552Subject:Special History
Abstract/Summary:PDF Full Text Request
Reality TV is a genre of nonfictional television programming that presents unscripted dramatic, records the actual events, and usually features ordinary person instead of professional actors and shows people's personality.The speed and low costs of production have made the genre popular with both TV production companies and TV Station. In the domestic television screen, many Reality shows are branding programs of provincial satellite TV stations and terrestrial channels. So they are very important to expand the influence of TV channels. Reality TV has an extensive audience interaction, greatly satisfied the audience in a wide range of psychological needs. It also has special advantage in the TV industry chain operations.On the one hand, some current domestic Reality TV mimics the excellent programmes abroad and lacks of original programme. The TV producers have not effectively consolidate related resources. They need to change the ideas and seek innovation. On the other hand, the audience-centric concepts have not yet fully implemented to television human actions. Owing to lack of marketing and publicity, some excellent programmes did not get great audience market and advertising market, not to mention the industrialization. The advanced innovation of Reality TV can stimulate the innovative practice of television industry. Therefore, the study of Reality TV also has certain practical significance.The series Candid Camera in 1948 is often credited as the first Reality TV although it was called televised documentary. The early reality TV also existed in the game shows which involve answering questions or solving problems usually for money or prizes. Reality television has expanded significantly since Big Brother first aired in 1999. The internet has devoted to the Reality TV which seems to be a social event. People talk about all kinds of topics of Reality TV through the web site. The younger viewers like to use a computer, mobile or another device to interact with Reality TV program. Two-screen entertainment has become the trend.After Suvival Challenge in 2000 and Go to Shangri-la in 2001 making in China, the domestic Reality Shows made full use of network technology, such as enroll, vote, report, discuss on Inernet, etc. The reality shows like "Super Girls" was an integrated marketing success.In Chinese academic studies of Reality TV, there are more than 200 papers, but few papers on the topic of the relationship of Reality TV and network. The two books about Reality TV have not discussed the topic enough. This study investigates the intimate relationship between Reality television and Internet activism. The important parts of the analysis of Reality TV should consist of the innovation of the content production and marketing.Chapter one discusses the status of development of the Contemporary China Reality TV. First, the paper studies the development of Reality TV in China and abroad. Second, the paper analyzes the contemporary Chinese Reality TV programme morphological characteristics and types. With the compare to the foreign Reality TV shows, the types of Chinese Reality shows is single, confined in the talent show of Reality TV. So the TV professionals should try to innovate ideas as well as improve program content production and create new type. The final part analysis the problems of the traditional marketing modes of the contemporary Chinese Reality TV, including the traditional media marketing, inernet marketing, offline activities marketing and advertising marketing.Chapter two tries to describe the media converfence trend and the time, technology and culture relevance between Reality TV and the network. In the early twentieth century, social media can take many different forms, including blogs, microblogging, email and instant messaging, etc. The video websites are facing the trend of co-operation. The network consumption patterns are multiple. The combination of three networks including the mobile communication network, the broad & television network and the worldwide web. These are the development opportunities for the Reality TV. The culture similarity, such as the existing of reality and fictitious, peeping and watching the world, extensively participating and interaction, can integrate the Reality TV with the network.Chapter three discusses the quotas of Reality TV innovation. The paper has mentioned the four key factors, the attentiveness of audience, the internet influence, the program competitiveness and the program originality. The paper does empirical studies of 20 Reality shows on the provincial-level satellite TV, count and analysis the number of web page, the news, the videos, the blogs, the TieBa on the Reality TV.Chapter four refers to he formats of Reality TV. The range of reality shows is wide. A study indicated that there are thirteen forms of Reality TV on an abroad research. Yin Hong listed nine forms of Reality TV. Hu Bo believed in four forms of Reality TV. Under the systemic view and hierarchical theory, the study believes n ur basic systems, the individuality, the family, the organization and the society. The chapter discusses the innovation ideas and patterns of four forms of Reality TV, such as the talent shows, the living services, the professional working, and the public welfare. Reality TV should analyse the ordinary people's personality and their real lives, satisfy the audience' psychological needs. Chapter five studies the content production innovation of Reality TV. First, imitation without paying for the copyright has quite a few drawbacks. Second, the producer should improve the production process of the Reality TV. A teamwork is necessary for the planning. Third, the creative methods, such as Brainstorming (BS), Gordon Method, Silent Brainstorming (635), electronic meetings and making use of external brain can be used to collect the creative ideas. Finally, the TV programmer should pay more attention to divergent thinking, inverse thinking, critical thinking, association, imagination, inspiration and intuition which have been ignored in the producing. This paper provides many creative thinking methods of programming, such as listing, combination, analogy method, transplantation, inverse, association, synthetics method.Chapter six examines the Internet Marketing of Realty TV. The marketing includes the program marketing and advertisement marketing. In the Internet time, the Internet Marketing is important and innovative task. This chapter analysis the news marketing, viral marketing and the website marketing.Chapter seven focuses on the Advertisement Marketing of Reality TV. First, the chapter summarize the five factors in the Advertisement Marketing of Reality TV with the influence of Internet. Second, this chapter discusses the Hard-Sell Advertising in Reality TV through the case study of ads in the program Happy Girls that was produced by HuNan satellite station in 2009. Finally, the product placement styles of Realty TV includes verbal, material products, symbol and sign, environment.The innovation in this paper includes study object, study methods and study conclusion.First, the study of the innovative program and marketing of the Reality TV in China is a relative new field. Media convergence is at present the international media development trend. With the combination of three networks in China, the TV industry and network industry face the coexistence of competition and cooperation. The Chinese academia have not studied the convergence of Internet and TV enough. This paper refers to a relatively new field of the program and marketing of Chinese Reality TV in Internet time.Second, Quantitative and Qualitative research were carries on in this study. In the investigation on TV media organizations study, the researcher watched many programmes as the viewer, communicate with the producers and director by telephone and emails, thus collect a lot of firsthand material. At the same time, the researcher learned many media research technology of CSM through the training and visiting. In teaching process, the researcher surveyed on 244 students in Shandong College of Art to learn about their attitude about the current domestic Reality TV. Although the scope of the survey is small and the representation is weak, the dates indicate that young people gave the objective evaluation on domestic Reality TV.In this paper, content analysis method is used to collect the internet dates about Reality TV, including news, blogs, TieBa, articles, videos, advertisement, websites, and so on. With regard to methodology combines quantitative study and qualitative study, the Internet influence on Reality TV in China, the program methods and marketing mode are becoming clear.Some small experimental researches on the opinion leaders'effect on TV media were carried out. The experiment method is communicating with the program producers and bloggers by telephone and email. The experiment proved to affect the TV program and propaganda. This-verifies the hypothesis that some TV medias are starting to pay attention to the advice from the opinion leaders.Cross-cultural comparison analyzes and multi-disciplinary analysis method were used in the study. Independent innovation does not mean that Chinese Reality TV should be divorced from the world. In globalization, the Chinese producer should learn from foreign programmes. The researcher studied overseas program video, Web sites, and other materials, try to find the shortcomings of Chinese TV programing and marketing.This paper attempts to adopt multi-disciplinary analysis method, including Television Science, Creation Science, Psychology, Advertising, Marketing, Communication theories, etc.The paper containts the following views.With Media convergence background, the double screens time for TV and Internet interaction has come. The conditions the internet provide is useful to Reality TV programme production and marketing. TV producer should pay attention to the internet users, enhance programme network impact, protect the advertiser's interest, aim for the mutual benefit.Chinese Reality TV clone foreign programmes have many hazards. In the working of program, the producer should make use of many creative thinking methods beside Brainstorming. They should make full use of internet resources.The key creative factors of Reality TV lie in the idea innovation and morphological innovation. The TV producer should learn from psychology research, show the person's personality and individual differences, analyse audience's psychology needs. Except of the talent shows, the living services, the professional working and the public welfare are the innovative forms of Reality TV.Internet marketing is innovation point of Reality TV marketing TV reality show network marketing should use a variety of internet marketing mode, committed to a "communication" and "dialogue," promoting the relationship with the audiences, seeking the true "audience Center".The product placement is innovation point of Reality TV Advertisement marketing. The product placement styles of Realty TV includes verbal, material products, symbol, environment and organizational image.The last part of the paper is the downside of the study. Due to the limited research level and the limited paper space, the latest research on foreign countries Realty TV is not fully reflected in the study. The innovative content production and marketing methods should be tested by practice in the futhur.
Keywords/Search Tags:Reality TV, Internet, Media Convergence, Content Production, Programming, Marketing, Innovation
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