| In the today of TV media market’s getting increasingly competitive and opening up gradually, theprovincial TV channels’ competitiveness gradually strengthen through continuous exploration anddevelopment, and has become the backbone of the TV market competition. A provincial TV programs ofgetting highest ratings and being most widely used by audience, and the best entertainment advertisingeffectiveness has been the most competitive TV strategic high ground. To build the forefront of popularentertainment with its elements as a platform of helpping the TV quickly emerged as the national media.“Getting the world with entertainment” is making more sense.Provincial Satellite TV entertainments rapidly rising cached attention of the media. In the past threeyears, the thriving entertainment television caused widespread concern in the industry, and the average rateof watching has far exceeded it in previous years. The top TV shows and news programs become powerfulweapons of the provincial TV channels’ dominate in the television market share. The Hunan Satellite TVentertainment topped the TV leader in the location TVs, to build a successful marketing with the brandachieved; Zhejiang TV, Jiangsu TV also began to flex its muscles to take force on it; Liaoning TV quicklyshot up the ratings as “dark horse”. The television entertainment industry has begun to enter the share inthis competitive era, the living space of television entertainment also faced a new positioning and thinkingwith strategy and tactics.This paper studying from the subject of radio and television, the mass communication and themanagement of marketing business. Get a theory perspective, the basic theory of the marketing oftelevision entertainment and an overview of the tentative analysis on television entertainment marketenvironment with development pattern, which through the current provincial Satellite TV entertainmentmarketing pattern design, and in recent years the most influential TV entertainment show of Hunan SatelliteTV “Happy girl” and “Nizuiyoucai” on Henan TV. Which getting study through the most talentedindependent marketing case studies, operating practice of marketing mode, explore the reality of television entertainment in the marketing process. Finally solved these problems and take the analysis of theinnovation path to future direction of the marketing television entertainment. |
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