A Study On The Marrketing Of TV Infotainment Program In The Omni-media Era

Nowadays, the whole world has come to an omni-media era. The convergence of media business has brought to traditional TV programs new propagation characteristics, which are rich and various content, fully optimized production process, interactive transmission modes and largely expanded communication channels. Also, TV infotainment programs are not exceptions. TV infotainment program is one of the indispensable program types on screen. It provides information to audience and makes them happy. Omni-media has brought challenges to the development of it, and new opportunities at the same time. According to the realistic background mentioned above, the main subject of this article will lie in the marketing of TV infotainment programs in omni-media era. As for the communicators, it will be a practical and meaningful subject to discover how to know omni-media clearly, to make effective strategies with the help of reasonable marketing ideas and finally produce wonderful programs.The research is based on the background of the omni-media era. By explaining the impacts that omni-media has on TV infotainment programs, the purpose of this article is to discover in the new environment, how the marketing of those programs will be like, how can "content" and "brand" of a program of this type be successfully sold to their targeted audiences and advertisers with reasonable marketing strategies, and finally realize the goal of primary offering and secondary offering. First, definitions of omni-media and TV infotainment programs will be made in this article. We’ll discuss the characteristics of those TV programs and the impacts omni-media has on traditional TV programs. Secondly, we’ll analyze the definition and importance of the marketing of TV infotainment programs, because a sound development of the programs needs accurate and flexible marketing. Moreover, the article will start from the dimensions of politics, economy, social culture and technology to present the macro-environment that the marketing of TV infotainment programs are in at this stage, and to sum up the main problems of the marketing of those programs. In the end, in order to suit the remedy to the case, the article will probe into the principles that TV infotainment programs have to follow in this era, and it will also provide a series of practical marketing strategies.