The Innovation Research Of Epigenetic Media Product

For the survival and development of the current media industry, convergence, industrialization and marketization of media are the realistic background. In this context, content resources are always scarce resources. As for media products, original and pioneer innovation are very important. But epigenetic imitational and adapted innovation are also significant when media itself is not powerful and mature enough. Therefore in order to develop innovation from imitative to independent, handling the relationship of original, imitational and adapted innovation, increasing the ability of imitational and adapted innovation are the problems which the current media need to face seriously.Comparing with original and pioneer innovation, epigenetic media product refers to a media product which is based on and related to an original or a previous media product. According to the reason, the way, the value, meaning and so on, pigenetic media product can be divided into the type of content continuation, topics deepending, classical multi-deductive, media conversion adaption, industry links, audience attention continuation, the use or learn from the program mode production, and so on. In fact, the essence of the epigenetic media product innovation is non-first recreation chronologically; it is non-original imitational and adapted creation from efforts; it is localized and regional creation from the scope and dissemination of spatial. The types of innovation of epigenetic media product include integrative imitational and adapted type, derivative imitational and adapted type, times’again innovation and potential again innovation etc.At present, research of epigenetic media product innovation in China has some problems, for example, there is too much simple imitation but just a little about derivative innovation, technological progress is greater than the conceptual, cross-cultural imitational and adapted innovation is short of. And behind these problems, there are other problems such as midunderstandings of innovative ideas, non-perfect innovation mechanism, unreasonable and non-specification innovation and evaluation mechanisms etc. To address these issues and promote the innovation of epigenetic media product, we need change the concept of innovation and optimize innovation mechanism, in addition to being based on media growth and classic adaptation, exploring the specific innovation of integration innovation, derivative innovation and typed innovation etc. At the same time, we must specify the innovative evaluation mechanism to promote innovation.