Research On The Communication Strategies Of Chinese Martial Art TV Programs

With the sports globalization, the dissemination and promotion of Chinese traditional ethnic sport "Martial Arts" is particularly urgent, television as a mass media play an important role in this regard, this is the background of martial arts TV programs been produced, it had undertake a special mission from the date of it’s birth.In this paper, author select the martial arts TV programs as the research object, and the Wulinfeng program of Henan TV is been selected as an individual case. The research methods of this paper include case study, experts interview, field research and so on,the main study content contains: the present situation of Chinese martial arts TV programs; the history and communication strategies of Wulinfeng; the enlightenment to similar program from Wulinfeng. Finally, the author analyses the current defects of Chinese martial arts TV programs, and also puts forward some proposals for its development, in the hope of improving the spread of Chinese kung fu.The Sandawang of Henan TV is the earliest martial arts TV program in China.Subsequently, nine similar programs appeared, four of them are still living now,Wulinfeng is not only the most influential but also the longest in this four programs,these programs have some common features, they are all competitive, international,and hold by several agency.The Wulinfeng began in 2004, during the eleven years, it has experienced three stages: the set-up phase(2004-2006),the exploratory phase(2007-2011) and the development phase(2012-present). Each stage has a specific characteristics, the main tendency of the program is list as follow: athlete level becomes higher, content structure tends simple and some others.The backgrounds of Wulinfeng include the characteristic of satellite channels, the localization of regional sports TV channels and the cultural background of the martial arts in Henan province.This paper takes five dimensions to research the communication strategies of Wulinfeng: positioning, athletes, content, propagation region and the marketing strategies.According these researches, the author finds that Wulinfeng have some strong particularities in these five dimensions, meanwhile, these Communication strategies change with the development of the television’s culture.The current situation of Wulinfeng brings some inspiration to other similar programs, they know that they must constantly innovate, Grass roots must recur to elitist, the coalescent of localization and internationalization must be taken seriously,they must create more martial arts star. Meanwhile, Chinese martial arts TV programsalso has some problems. Such as it become further away from Chinese traditional martial arts’ culture; it’s deficiency in fashion elements; it has few professional talents and it’s lack in interactive communication.After the analyzing, the author also puts forward a number of recommendations,Such as: the programs should keep close with Chinese traditional martial arts culture,TV stations should give programs more opportunity to operate independently.