The Study On The Creative Effect Of TV Program "Moved China"

The twenty-first century is a new age. Political much polarization, economicglobalization and media diversification will lead to diversified cultural exchange andmedia melding. Under this background, originality became the most competitivestrength in culture industry, especially broadcasting.The annual special TV program "moved China"sponsored by CCTV has gonethrough ten years since2003. Ten years for any one program is a time node worthy ofspecial treatment. From its establishment, this program has showed the advancingcreative ideas of all aspects which still possess a prospective significance.This paper is divided into four parts:Part: For the programme "who moved China" has gained praise and attention ofthe audience at home and abroad since its broadcasting, this chapter summarizes andanalyzes current academic researches of this program from different angles. Althoughit can not involve every aspect, the study still serves as a modest spur to inducesomeone to come forward with his valuable contributionsPart Ⅱ: For the intensifying media market competition, this part firstly gives amore sufficient explanation of innovative creativity and the creativity of televisionprograms, along with a summary of the creative breakthrough of television programsin China and their deficiencies. This chapter points out that the reason that caused thecreative shortage of China’s TV show mainly involve the lack of "brainstorming"which seizes the opportunities; slow production and broadcast industry development;broken industry chain of local TV programs.Part Ⅲ: Analysis of the creativity of "who moved China". This chapter mainlyconducts macro summary and analysis of the creative elements that affect thecommunicating effect of "moved China" on the basis of four links in the Lasswell"5W model", namely, content analysis, media analysis, audience analysis and effect analysis. Meanwhile, this chapter makes analysis of the creative features and thecommunicating effects of "who moved China" with the combination of quantitativeand qualitative methods, using the questionnaire on the creative effects of thisprogram as well as locking views on the official forums and messages on themicroblogging.Part Ⅳ: Through a sequence of analysis of the creative features which the TVprogram “who Moved China" has adhered for ten years, the paper has presented theenlightening significance of its creative strategies to our country’s TV programs fromfour different aspects respectively.