Research On The IMC Of Broadcasting And Television Media Based On The Triple Play

Since China put forward the "triple play" concept for the first time in 1990's, the triple play has been developed in China more than ten years. During that time, the development path of triple play is quite tortuous, and the development progress is also not satisfactory. In early 2010, Premier Wen Jiabao put forward to accelerate the process of triple play at a State Council executive meeting, which urges the triple play to set sail again.As a big player in the triple play, broadcasting and television media face both opportunities and challenges. It has practical significance to discuss how to integrate various resources of broadcasting and television, and enhance their competitive advantage. In the background of triple play, current research mainly focuses on the IMC strategy of Chinese broadcasting and television media according to IMC theory.First, this paper introduces the basic meaning, features and implementation steps of IMC. Then the paper analyzes the theory of the triple play, as well as the troubles of it, introduces the present situation of broadcasting and television media from the aspects of macro environment and system, and analyzes advantages and disadvantages of broadcasting and television media in the triple play. After that, the paper analyzes the several levels of broadcasting and television to integrated marketing communication on the triple play. The final part put forward IMC strategy of broadcasting and television media in the triple play. To achieve the purpose of integrated marketing communication of it, through database marketing of audiences, shape the brand image, and integrate four aspects of broadcasting and television media, such as network resources, content resources, management style, and human resources.