The Study To The Surviving Strategy Of "open-book Eight Minutes" Of Phoenix Satellite Tv

Reading program is seen as "poison" to television ratings at home. The decreasing market demand and the imbalance between input and output forced the most unpopular reading programs to be closed. Many TV reading programs were closed and opened again and again, struggle in the bloody "Red Sea", though helplessly and unreconciledly. However, in January 2007, Phoenix Satellite Television Station opened a new reading program "open-book eight minutes" broadcasting everyday.This program aimed at the cultural needs of the audience, using blue ocean strategy, creates a different low-cost way for reading program.Either from the structural form or from the value of the contents, "open-book eight minutes" carried out a bold innovation. It freed itself from the Traditional magnificent vanity forms, returned to pristine nature, made a lot of innovation in changing style, optimizing content, etc. This paper mainly writes from both the form and content of program, analysis the embodiment of four steps (removing, reducing, increasing, and creating) of blue ocean strategy in this program. Based on the principle of excluding and deducting, this program created a new form of TV reading program, it removed the conventional elements of this kind of programs. In a virtual studio, a single scene, one-man show of the host was established. Only eight minutes of programming time raised the efficiency to lead the audience to focus on the program. Based on the principle of increasing and innovating, the program made many efforts to inspire the host's potential, give full play to the host's Cultural Connotation, and seek personalized hosting expressionon the premise that complying with professional ethics to. Distinct features, easy to understand, original concept, widely adopted, grasping hot materials, tasting flavor of life, all these program styles and contents have become the essence of "open-book eight minutes".The emergence of "open-book eight minutes" attracted the media circle's widespread attention; it was named the most intellectual feelings reading programs on Chinese television programs board in 2007. In Chinese media industry, where TV reading programs was seen as "poison", this 8-minutes program saved face for Chinese media, opened a new form of TV reading program and provides a new idea for Optimizing and innovation of reading programs. It provides lots of experience for others on program design, form of performance, the role of host and the promotion and operation of TV reading program.