| TV programs'production and communication is an art of spliting time, and also an art of co-ordinating the dissemination. It needs to aim at channels'program orientation and find a one-to-one relationship between limited TV media resources and target audiences and ads based on carefully analysis of the target audiences and launch demand of ads. So TV programs'production and communication is linked with the audience ratings, and also with the televiewing effect and economic benefits of the TV program and TV media's overall resources. In particular, now competition in the media is growing, it's becoming more difficult to attract and maintain audience attention, more arduous to finish the task of advertising, and more challenging for television programming. The television medias must consider how to conform and spread the limited television media resources effectively, build brand influence and enhance the competitiveness of the media.Under this background, the concept of "television season" introduced from the United States, recently became some domestic new media's innovative attempt in TV programs'production and communication. Chongqing Satellite TV, CCTV economy Channel, Hunan Satellite TV, one after another "test the waters." At the same time, the industry practice has aroused the academic study and attention. Some people think that, the concept of " television season" not only changed the television programmes in production and communication, it may also change the traditional mode of production of TV program, impact the traditional marketing of ads, or even affect the domestic TV industry on the future direction of mode. But another people feel that, the current domestic television media " season" not only includes a lot of limitations, but also there are suspicion about grandstanding.In fact, I believe that the "television season "coming from overseas is a challenge for integrated communication of the Chinese TV media resources and the TV programs'production and communication, many issues need to sum up from practice in a timely manner and study the development trend. Therefore, this paper will give some immature ideas based on summarizing and carding the concept of " television season " at home and abroad,expecting the exchange from television industry and academia.This paper uses literature research, statistical analysis, tracking observation, case studies, sums up the development experience of U.S. television network's "television season", outlines the status of effect of the "television season" in certain domestic medias , and analysises the essence of "television season" based on the "Super Girl'Song" program which belongs to Hunan Satellite TV, and finally refers to how to expand the development space of the "television season" and form and perfect the the TV industry chain in china from the terms of audiences and advertising sales. |
