| TV sitcom as a branch of drama, relative to other branches, in terms of competitiveness does not have the advantage, while abroad, especially in the face of the American sitcom mature industries erosion, development of domestic sitcom is facing severe challenges. But the TV sitcom with other TV types do not have irreplaceable advantages to the changes in the new media environment sitcom brought development opportunities, pre-planning, production, marketing of derivative products to integrated marketing communications development of the whole industry chain in the domestic sitcom plight, on the road to rapid development can help. Chinese television sitcom industry started relatively late compared to the United States, in many ways still not a small gap. From the integrated marketing communications perspective, China TV sitcom development process several more prominent are:early intervention less work uneven level promotion means obsolete; placement single modelChinese television sitcom want to achieve greater development, but also in these three areas more effort. Front of such a " buyer’s market ", the sitcom producers should change the concept at present, we should actively explore the market demand, change the "production-oriented" traditional" seller’s market" concept, deep into sitcom production chain to take advantage of large data accurate positioning, create the right script, to create a sophisticated work. To work for the promotion of a detailed plan to do in phases, rhythmically to publicity. To study these changes, the study of new media, such as microblogging, users believe that the use and propagation of dynamic media, advancing into new media television, print media, the traditional Internet media communication group to form three-dimensional style campaign, covering more audience. Placement should be seen as a profit growth point, attention placement can be innovative, to blend perfectly possible placement with the sitcom dramas content... |
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