The Self Marketing Of TV Entertainment Program With The Merge Of New Media

For enterprise, the core of market competition is to increase the number ofcustomers buying their products. So fighting for and keeping more customers willhelp to grasp the market demand and market advantages. But how can an enterpriseget and retain customers? That’s what marketing does. For TV programs, marketingmeans how to get themselves seen.In the present complicated media environment, itseems that the marketing of the program is more important than the program itself. Towin eyeballs and ratings seems to be the only standard for program success. While thefundamental development of TV program is to win high ratings depending on itsquality, excellent marketing ideas and marketing methods can help TV programs gainmarket share more effectively. Nowadays, TV screen is filled with all kinds ofentertaining programs. Under this kind of circumstance, marketing will be particularlyimportant for TV recreational programs. The emergence of new media has brought innew ideas and ways for the marketing of TV entertaining programs. This paperfocuses on the following five aspects: the combination of television and new media,new media and the marketing of television entertainment, new media creating newmarketing environment, the breakthrough made by new media on traditionalmarketing model of TV entertainment, new marketing strategy brought in by newmedia to TV entertainment. Finally, it comes up with the need to think over theecological problems of the television cultural development after the combination oftelevision and new media.First of all is the combination of TV with new media which help TV get someadvantages, making audiences become more individualized in their TV programconsumption and letting more diversification in its communication form.Howevernew media`s technological base, communication form and management, which isdiffer from TV, brings more trouble.And then is the combination of marketing of TVentertainment program with new media．I illustrated this part form marketing theory,the self marketing of TV program and its significant of self marketing, thecombination of TV entertainment`s self marketing with new media. New mediaenhanced and enlarged the realm and effects of entertainment program,changed and expanded the realm of TV entertainment program, new media and TV entertainmentprograms share the same entertainment arribut.The third is new media created a newmarketing environment which is a cultural one on be half of micro-blog bringing newmarketing way that is convient and providing a after sale environment of backflow ofopinion.The forth is the merge of new media is a break through to the traditionalmarketing modal of TV entertainment. including new relation marketing, screammarketing and violence marketing.The fifth is new media brought and created a newmarking strategy which required more participation of audiences with bringing aninvisible advanced marketing effects.At last I came up with new think on how theeffects will look like when new media and TV get together in the development of TVcultural zoology which should require more discution among scholars.