5R Strategy Research On Copyright Marketing Of TV Formats Of Reality

In the past two years, with the introduction of television formats such asthe "Chinese Got Talent","The Voice of China"," Clash of the Choirs","I ama singer","Where Daddy" achieved great success in China, the copyrightmarketing of the TV format of reality show has become a hot topic both inindustry and academia. TV format is a standardized extract of the TV program,and it was the inevitable product when TV industry developed into a certainstage, the modeling of production has become the trend in the production oftelevision programs.The object of study is TV format of reality show. In order to conductbrand new research, it is based on the marketing theory of―5R‖. This paperfocuses on the copyright marketing strategy of TV format of reality show, anddiscusses from five specific aspects: Relevance, Receptivity, Response,Recognition and Relationship.In this paper, in the process of copyright marketing of TV format ofreality show, the structure of open communication and brand communication isparticularly important, the TV format is generally based on the season ofprograms and cost of program production, in addition to using traditionalcopyright marketing channels of programs, law, market and policy, which havemainly effects on the buyers of TV format. TV format production companiesand TV format should both focus on localization, An TV format shouldconstantly upgrading, TV format of the same kind also should pay attention toinnovation. TV format production companies must establish professionalaudience rating survey database and customer databa ses. By enhancing thequality of programs and strengthening audience awareness to improveaudience satisfaction, while the branding of TV format, CIS management andbrand extension are also important. In today’s market environment, customersand affiliates have undergone a fundamental change, establish long-term andstable relationship with customers has become a key to capture the market,companies must be responsible for the customer and deal with the long-terminteraction with customers.