"I Am A Singer" Strategies Audience Perspective

Starting from2000, the Reality Show is becoming popular as a new type of TV program. Started and developed from European and American countries, the Reality Show became well known among Chinese audience after the appearance of 《Super Girl》, and since then, almost all the TV stations in China are trying to release their own reality show. While 《Super Girl》 brings the huge success of Musical Reality Show, the emerging of 《I Am A Singer》 is seen as a turning point, which pull back the attention from the competition to the audience themselves and shaped a new form of reality show.This paper utilizes case studies and qualitative analysis to fully elaborate the audience strategy of 《I Am A Singer》. Firstly, the paper reviewed the development history of audience strategy, concluded the base rules from the development history, elaborated the importance of audience strategy to the Chinese TV media and provided theoretical support to the analysis of the needs of TV audience. Second, based on Uses and Gratification Theory、 Media Close Right and Discourse right in Mass Communication, the paper studied the audience needs of 《I am a Singer》 to determine the audience strategy of 《I am a Singer》. The paper analyzed the innovations from the famous reality show and the diverse needs of audience which are met from the show. Based on the analysis results, the paper concluded a new viewing perspective for Chinese TV media in terms of the new innovations that they can learn from the success of the known reality show.