On The Innovative Inspiration Of Network Homemade Program For The Traditional Television Show

With the rapid development of intermediary technology, internet has become a significant camp to deliver information and news. The growth of IT brings about the advent of we-media times. Serving as a fresh propagation medium, new new medium is profoundly affecting people’s life as well as entertainment in all aspects. One of the representative form,the Network video platform,proves to be an indispensable part of modern daily network to a higher degree,and will develop gradually along with the innovation of science and evolution of dissemination. Internet users in China reflect a staggering growth rate as a result of the expanded construction of network infrastructure and the popularity of terminal, pluralism is likely to be found in netizens’ structure and quality as well. Until June 2014, the number of Internet users in China has reached 632 million.In the case of facing numerous special audience, Network homemade program arises at the historic moment. After a few years of development, the current network self-made program tend to become a strong appeal to magnanimous number of audience due to their earthy, fractional and vivid contention,the sophisticated production and interactive function. Research figures from " China original network video product studying topics" demonstrates that, all Network homemade program receives 2100 million hits during the year of 2013, with growth of 54.4% over the same period last year. Along with the Network homemade program’ consecutively uplifted standard some high-quality content also success to reverse the output of traditional TV, such as network program "Xiao Shuo", "On the Road", "Chinese characters hero" and so on. From the beginning of 2014, the mainstream online video platform including Youku,Tudou,PPS, LeShi, Tencent and Sohu Video, have attached much more significance and project greater power to the self-made program,and the development of network self-made program has entered a new stage and a fast track of growth.This composition aims to discuss about how network homemade programs inspire the traditional television programs. After running through the motivation and development situation of network homemade programs,in order to reach the conclusion of the development situation and direction of the traditional television programs, we discuss the features and the superiority of network homemade programs by combining theoretical perspectives and the analysis of the orientation, the features and the form of a specific domestic talk show“Qi Pa Shuo”.The first chapter is about the introduction. This chapter mainly convey the message of the background and the significance of the subject. We retrospect the achievements of the previous studies and recognize the research documents so as to have a profound understanding of “network homemade programs”.The second chapter talks about the types and the definition of the network homemade programs, also includes the development situation and the development motivation in order to prepare for the analysis of the features. After summarizing the network homemade teleplay, homemade network variety show and network homemade documentary, we sum up the temporary development situation of domestic network homemade programs and the development intention of the network homemade programs, also known as having been in the right place at the right time. It also discusses unique propagation characteristics of network homemade drama in the context of network communication and considers that “multi-screen media” which extended the scope of propagation is the most important propagation characteristics. The characteristics of diversified subjects, younger audience, initiative and interactive objects and subjects of network homemade dram have been discussed in this chapter and then postmodernism feature of network homemade program also has been analyzed in the theoretical basis of postmodernism.With the method of case studies, the third chapter makes specific analysis on the network homemade the talk show “Qi Pa Shuo”. On the basis of positioning theory, this chapter analyzes how the drama innovate in the aspects of audience targeting, content design and interactive innovation. Starting from the characteristics of this program and then comb the "Ma Xiaokang" presided team, player’s personalities and diverse forms of this program respectively. This essay considers that this program reaffirm young people’s social values from a new perspectiveand become an object referred by traditional television program.After having some basic understanding on network homemade drama, the fourth chapter summarizes the advantages of this program. The last part of this chapter makes some suggestions for innovation and development of traditional television programs under the discussions on the features and advantages of the network homemade programs. From the perspective of communication channels, traditional television programs should utilize viral marketing to strengthen interaction with social media and broaden the transmission routes. In the aspect of dissemination content,traditional television programs should create branding program for conforming with audience’s habits. In terms of the audience, traditional television programs should take "user-based model" for the communication strategy. First,it should precisely fix position of audience according to data analysis and then and then highly fit the needs and expectations of audience through”one—to —one” personalized services.