To The Audience As The Center: The Profit Effect Research Of Chinese TV Play Webcasting Platform

As a kind of play specially broadcasting on the television screen,TV play has extremelystrong comprehensive,and it is always loved by Chinese audience. While the new mediaplatform rising sharply and the internet video service platform developing rapidly,the cannotrely on just only one media—TV. However, network video website serves as a major part ofthe new media, its profit model has been in a very awkward position.Since the Chinese network video broadcast website emerged in2006,the issue of howto profit has been troubling each big video website operators.The mainstream video broadcastwebsite as Youku, has experimented with various models, but with little success.Finding outa Chinese TV play profit model, has become a pressing matter for all the practitioners andscholars that associated with TV play webcasting at this moment.This paper will try to investigate and analysis the audience and communicator of TV playbroadcasting network, find the current problems, and try to find profit model.First of all, describe the background and significance of the topic, research purpose andmethods, research status, and related concepts and so on.Secondly, analysis the basic problem of, including the background of formation anddevelopment of Chinese TV play webcasting, the mode of webcasting TV play and theanalysis of communication elements of Chinese TV play under the background of thenetwork.Thirdly, this paper makes a case analysis of broadcast mode on two Chines domesticvideo site as Youku and Tudou,then get a result of Chinese TV play webcasting effectempirical study that depends on the on center of audience.the results. And designed thequestionnaire and made a preliminary analysis SPSS.Fourth, the detail SPSS analysis of the questionnaires in last chapter, this part is the focuschapter of this paper, it includes the single item analysis, variance analysis and regressionanalysis. After completing the SPSS analysis, carries on the analysis to the domestic TV playwebcasting profit effect on the center of audience,and depends Youku as the research object.Finally, through the analysis of case and questionnaire SPSS analysis, writer make athought of the future trend of the network video media industry, also give some proposals thatrelated to the profit for the webcasting TV play.