Study On Variety Show At Entertainment Of HunanTV

Since the 31 provincial TV Channels have been broadcasting through satellites, the competition between Chinese TV media are increasingly fierce, especially between provincial channels.Facing this fierce competition, HunanTV positions its brand along the way of “Happy China” to make its variety show entertaining successfully by integrating resources and pioneering and innovating, and focusing on some programs with fun factors. The successful strategy for HunanTV to make varietyshow entertaining sets off a storm in TV industry, pushing other TV stations to reform. Meanwhile, domestic academic circles call it HunanTV Phenomena and often discuss about it.The conditions that seriously affect entertaining positioning of variety show of HunanTV are from many aspects: the rising of provincial star-TV, the return of entertainment function and the psychological needs and active participation of audience, profit expectations of advertiser and producer, and the TV station its own needs of survival.The effects of entertainment positioning of variety show of HunanTV is remarkable. It not only create surprising ratings miracles and large amount of advertising revenue, but also an all-star host team and expand its own brand inside and outside the industry and achieve outstanding accomplishment.The successful experiences of HunanTV are be imitated and followed by others and other provincial star-TVs are catching up with and surpassing HunanTV that its dominant position is shaking. Some problems are exposed in this star-TV based on entertainment programs, such as impact of advertisement to integrity of programs, the needs to raise its cultural taste and quality, the disputes of copyright, serious waste of resources and the lack of host successors. At the same time, the cutback on TV entertainment, the bans on commercials during TV programs, the rectifications to TV plays as well as the criticism to the vulgar taste of its programs are challenging Hu’nan star-TV in positioning and innovation. This paper provides relative strategies to each problems mentioned above: integrate and innovate programs resources, cultivate interdisciplinary talents, improve cultural connotations, build the scientific production system of variety shows and strengthen protection to copyright.Based on documentary research and comparative research, this paper choose Where is my dad, one of hot programs of HunanTV, as case analysis on concluding the successful practice of CIS strategy in it, special characteristic marks, and building individual vision recognition, and localizing according to audiences’ needs.Based on above analysis and discussion, writer makes predictions on prospect of vriety show of HunanTV in the end of this paper. Writer believes that the big TV programs of HunanTV will still be popular, the combination of star-TVs and their own web portals will become tighter, and original programs will be paid attention and liked.With the high-speed development of economy globalization, the advanced technologies make media environments and forms develop in diversified ways. Thus, no one will hold the leading position forever. HunanTV needs to expand its “Happy China” TV brand in sustainable developing way, producing and innovating its entertaining programs around its position, providing public with positive, healthy, progressive and eco-friendly programs with rich ethnic characteristics and high-end cultural connotations. Only by foreseeing the overall situation, grasping the general trend, can Hunan TV hold the leading position in the TV industry like an golden eagle soaring in the sky.