| The entertainment is human’s nature, and the word entertainment first Appear in the great book<Shi ji> of Simaqian:"It was said that king Qin is good at qin’s music, please palying PenFou to entertainment us." In this book, the word entertainment has the same meaning as today. Entertainment means much more for the fast pace of life, the life pressure is more and more big contemporary people. Just as Wolf said in his book<The entertainment economy>," This is an era of entertainment." We have entered the era of entertainment, and TV entertainment programs is one of the most concentrated, the most popular forms of entertainment. Ever since broadcasted on satellite in1997. Hunan Satellite TV(HNTV) reformed with keen determination, locked in the brand positioning of entertainment shows on television. HNTV has become the leader of entertainment shows on television.HNTV is the research object of this paper. With the theory of marketing/communication/Media management, this paper combed HNTV’s development, then summarized HNTV’s experience in TV entertainment programs production, expound the enlightenment HNTV has been brought for the development of the Chinese TV entertainment programs, hope to provide the beneficial reference for the Chinese TV entertainment programs.This thesis has five chapters. The first chapter is introduction, expounded the research background/object/methods/significance/current situation of this paper, established the target/method/framework of this paper.The second chapter researched the important stage of HNTV. This paper take a further study of the brand column such as<The Happy Camp>/<The Super Girl>/<I am a Singer>/<Where Are We Dad>, thus more vividly reveals the development of HNTV, and lay the foundation for later refined to sum up the experiences of HNTV.The third chapter researched the program brand culture of HNTV. In combination with the marketing of the brand concept, this paper analysised the development ideas of HNTV,expounded the significance and value of the process of buliding " happiness China" brand.The fourth chapter researched the development dilemma that the HNTV has beenmeet with and the way to they deal with it. In this chapter, a comprehensive analysis of the crisis and challenges currently faced Hunan satellite TV. The success object is often easy to be copied, many provincial and local TV stations follow the pace of HNTV, have begun to take the entertainment, the development path of information, entertainment, information aspects of competition more intense around the television market space becomes smaller. Since the Cutback on TV Entertainment issued, the HNTV has to try their best to simplify the number of entertainment programs and improve the quality of it, they must guarantee the audience rating and resist vulgarity and kitsch at the same time. In recent years, the rapid development of Jiangsu Satellite TV and Zhejiang Satellite TV.<TheVoice of China> of Zhejiang Satellite TV and<If You Are The One> of Jiangsu Satellite TV both exceed the HNTV in audience rating and social influence. How to deal with the strong suppression of the other satellite television,that is a challenge. On the basis of the analysis of the crisis and challenges, this paper Summaried the the way to deal with a situation that the HNTV has been found by field investigation and reading relevant literature, such as add news column,and enhance the knowledge/interesting/instructional value of their program information,and so on.The fifth chapter researched the enlightenment of the HNTV. This paper puts forward some opinions and suggestions for the development of China TV entertainment program,such as digging deep into the local culture/personnel training by breaking the routine/beyond imitation/be bold in making innovations/scientific planning of the brand development/speeding up industrial restructuring, etc.The innovation of this thesis lies in the systemic research of TV entertainment programs of the HNTV. This paper unified through the theory and the practice analysis carries on the elaboration of the reason that the HNTV leading the trend of TV entertainment programs, and offer helpful comments and suggestions for the TV entertainment program production institution. |
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