The Dissemination And Marketing Of Network TV Series In China

With the rapid advance in information technology and the wider application of network technology, transformation of the global media industry is promoting. New media relying on network become the new audiovisual platform with text, pictures, videos and music. As one of program fonns, TV series is tremendous changing from manufacture, dissemination and marketing at the same time. TV series has new features which are worthy of attention and studying."Network TV series" summed up the drama presented by new media channels relying on network, that is an interpretation of TV series above the media technology vision. Network TV series both have the traditional drama’s innovative extension in network and the independent exploration of new drama form.The essay uses many kinds of research methods such as the questionnaire,the personal interview,the case study,the comparative study and the text analysis. The essay studys the drama industry’s new situation in the spread process by the combined effect of media technology and audience demand, and further analyzes the principle from the perspective of Communication. Based on the needs of the audience’s perspective, I hope to bring forward some new thoughts in order to keep the TV series industry with the times.Chapterl macroscopically explains developmental motivations of network TV series under the new media environment, analyzes realistic conditions for the development of network TV series from the technical, environmental, policital and economy points. At the end, I made a conclusion that four aspects affect the development of network TV series together.Chapter2shows the disseminative situation of network TV series from aspects of broadcasting platform, broadcasting way, content form and marketing. I found new features presented by network TV series. TV, video site and network TV station all act as broadcasting platform of TV series. Many broadcasting ways cooperate with each other such as the live way, video on demand, and continuous broadcasting. Traditional drama and new drama form are symbiotic. The mode of propaganda and marketing is three-dimensional and diverse.Chapter3analyzes network TV drama’s strategies for dissemination,marketing and content from audience’s perspective according to questionnaires and other data. The essay explains an resolves specific cases comprehensively. The systematic study found that changes in the needs of the audience were requiring audience to actively participate and meeting their personalized demands. We should dedicate to the spread of focus that exerted the different strengths of media based on mass communication. In the content construction,we should both pay attention to traditional drama’s excavation and innovative development of new drama form in theme location, manifestation, narration and marketing.Chapter4puts forward some innovative thoughts and trends about the content and marketing of network TV series compared with the TV channel, those are based on study for technology and audience. The chapter analyzes the reason for profit difficulties in the network video industry, and proposes to build multiple feedback mechanism for ratings, to promote production broadcasting level of TV series,to try to divers business modes and to reduce the risk of investment in online copyright.The conclusion sums up the whole essay: changes in the TV series industry is an inevitable trend in new media environment. Influents from information technology and audience’s demands are changes’motion. In the innovative exploration, the key is focusing on the assurance of information technology and audience’s demands.