TV Marketing In Big Data Era

The big data era has arrived, with a revolutionary changing to the human society, from all aspects such as government work, the way of thinking, business development. Media is an industry with a large volume of data, especially through the Internet, new media has accumulated sufficient data to a level which can be used in commercial, but the ability to embrace and adapt to the big data era is the key factor deciding the future competition in the media industry. As a traditional media, TV is facing more severe challenge, but at the same time there are new opportunities for development, TV needs to seize the historic opportunity to achieve innovation and development.From a marketing perspective, the role of TV media has changed from an effective marketing channel to a marketer with urgent needs. The impaction of big data technology is more directly reflected in the marketing field, which is a breakthrough for TV, exploring how to use the new technology has become an urgent task for TV marketing. But according to the requirements of big data, the technical architecture, communication mode, operating mode, and many other aspects of TV have many limitations and problems, which becoming an obstacle to achieve marketing innovation.In order to focus on the marketing innovation issues of TV in the era of big data,, the paper selected41principles of EIMC as a starting point, and analyzed challenges and opportunities to TV, then from four aspects such as interesting (fun principles), Interests (interest principle), Interaction (interactive principle), Individuality (personality principle) to research the marketing innovation of TV in big data era.In the first part, focused on the TV marketing innovation from the perspective of interest principles of EIMC, and then discussed this problem from the other three principles successively.Finally, based on analysis of TV marketing innovation with perspective of the41principles of EIMC, combined with the current circumstances and stages of TV development with big data technologies, against with the practical problems and requirements, explored how to build TV integrated marketing system in the big data era from three levels.