Dilemma·Breakout·Innovation:Research On Television Reading Program

With the development of market-oriented television programs of entertainment trends are becoming evident, certain programs even began to "vulgar, esu, kitsch". Some TV producers artificially enhance the taste of television programs, create the creation of a television reading programs to meet the cultural needs of the audience.In1996, China’s first reading program "Reading Time" was launched, it has been18years. the development process of the program is not short, but its viewership did not cause fever. On the contrary, many programs launch some time, have stricken bottom out. Today, only six files TV reading programs are existe in mainland.The main object of this study was the television reading programs. This article includes introduction, the survival status of the programs,spread plight, and the strengthen innovation of the television reading programs.The introduction focuses on the study of the origin, review relevant research, research methods at home and abroad.Tthe first chapter combed definition of television reading programs. Pointed out that the programs only based on "book" as the theme, the purpose is"reading".It is a programs which reading around books, comments, thinking or for related interviews, discussions, exchange views.It experienced a start-up period of trendy, development of depression, retention after period of transition.I summarize the three types of television reading programs:reading type, comments and reading,comment predominant and interviews type. The three main features:combined paper-based media and television media, integration of the culture and market and fusion of profound and entertaining.The second chapter started with national conditions, culture, market, media and program itself, analyzes the status quo of the optimistic; The contradictions among mainstream culture, elite culture and mass culture; Low ratings;Conflict between medias and their own problems are the spread dilemma which television reading program must be facing. The third chapter is the core section of this article, it take the "Read eight minutes" as an example which loved dan supported by the industry and the audience.I interpretated the factors of its success, analyzed the from the program, program Ffeatures,host language styled and promotion of multimedia join. Based on the foregoing research, chapter four suggests that television reading programs should strengthen innovation from four aspects:program itself breakthrough, multimedia joint venture, upgrade of Audience’s aesthetic and government’s support and encouragement.TV reading program is a show with a high cultural taste, its birth not only can provide information to the audience, transfer of knowledge, improve literacy, but also heritage the national cultural.It meaningful for promotion of correct values.Therefore, refer to the success factors of "unwinding eight minutes,", establish a brand of television reading program, not only can more clearer to get rid of difficulties from our TV reading programs、achieve breakout andprovide a solution to succeed, but also can provide strategie for the founder of similar programs.