New Media Age Marketing Strategy Of TV Variety Shows

With the development of global digital technology, Internet technology and information and communication technology advances, the Internet as a representative in the new media have been gathering a powerful tide of history. The new media,with multi-terminal, interactive, Individual, micro-content and rapid ways of dissemination,greatly influence people’s lifestyles, thinking habits and social interaction.The pattern of media changed and television which is in dominant position in the traditional media will be faced unprecedented opportunities and challenges.Due to the continuous development of new media makes the TV audience viewing behavior has become increasingly diversified and complicated. they can watch the show not only by TV, but also by network television, network video watching at any time. Therefore, new media is increasingly becoming an important way to expand the television program influence.Based on the above realistic background, this paper will focus on the filed of TV variety program marketing, and try to analyze the function and significance of TV program marketing in new media age.This paper is divided into three parts: introduction, main body and conclusion,in which the main body is divided into four chapters.The introduction mainly analyzes the current situation of the academic research on the TV program and the theory and practical significance of research on television programs under the new media environment,The first chapter summarize the new media and television variety shows marketing,define the concept of new media, analysis the features of new media, discusses the marketing concepts of television variety show, and define the television variety program.The second chapter analyzes the marketing of TV variety program in new media age by technology environment, policy environment, social culture, economic environment, competition environment etc.. In addition,this chapter make a detailed analysis for audience of the television variety program in new media era,which include the role of the audience, psychological changes of the audience etc.The third chapter analyzes the marketing strategies of television variety program in new media era,which include television variety program marketing product strategy, pricing strategy, channel strategy, marketing strategy, at the same time choose "China good voice" as the case to analyzes program marketing.The fourth chapter through the investigation for the current TV marketing found the main issues of the current Chinese television variety program.The main issues include that variety program marketing philosophy is not sound, marketing platform of variety show is underutilized, and the professionals of platform marketing is scarce etc..Conclusion: It summarizes the significant impact of the new media and traditional media for variety program, especially the impact on the audience.