| In new media era, our country television still emerged some high quality TV programmes, "I’m a singer" is one of them. Its ratings, audience attention and advertising communication effect, and "I’m a singer" differences of program positioning, delicate and professional content, medium propagation mode, integrated marketing strategy are inseparable. This paper belongs to the category of media research, based on the text analysis, with comparative study as auxiliary. Based on the content of "I’m a singer" in the first season to content in the third season and new media communication strategy text statistics and analysis, and compared with traditional TV music programme communication characteristic, this thesis explore the characteristics of media dissemination, advantage, development trend of TV music programme in the new media era, and some enlightenment to the transformation of traditional television in the future. At the same time, in addition to the text analysis of qualitative research, it also contains a certain quantitative research as a case in point. While the professional, authoritative, detailed Internet data analysis can provide theoretical reference and help to the research in the thesis.Firstly, This thesis starts with TV music programme’s related concepts and development process of knowledge, and shows the background of the industry, then introduces the TV music programme’s content, development, and the situation of "I’m a singer". In the face of the permeability of the Internet, and increasingly serious homogenous programme, in this case, how could traditional media survive in this condition? On the one hand, the traditional media must speed up the transformation, and transformation will become one of the central task of the traditional media. In the transformation of traditional media experience of foreign developed countries for reference, combining with Chinese characteristics, it is bond to find a suitable transformation and development way for its own; On the other hand, it must improve its core competence and core competitiveness, strengthening its own traditional business, in order to get more profits to support the transformation.Secondly, the author gives a definition of traditional television music programme before the early 21st century, it contains TV music programme from 1980s to the early 21st century; In the management of programme making and broadcasting, only through TV technology production and the TV screen, and the system did not realize the separation, with no use of new media, such as Internet. And enumerate two typical early in our country and the beginning of the 21st century music TV show, "China youth singers competition" and "super girl", through inductive transmission characteristics of the two programs, the author is intended to view and analyze the traditional TV music programmes’propagation and characteristics.Thirdly, "I’m a singer" analyzes the present situation of new media era television TV prgramme and convergence features. Focusing on integrating media propagation characteristics of the "I’m a singer", including:the "O+O" pattern on the multi-screen of "I’m a singer" in new media, such as, network video, microblog, movies, wechat, from the "differentiation" program positioning, "localization" of program planning, "innovative" content, "documentary" photographing and editing, to "professional" recording in the mode of "entertainment" professionalism, as well as the "social" marketing idea, the propagation effect of "stars" and the profit pattern of "diversity" as an entire "media convergence management idea" mode. At the same time, taking "I’m a singer" for example, the author summarizes the advantages of media convergence of the TV music programme on the aspects of media, content, audience and management.In all, through "I’m a singer" on TV music programme media convergence of revelation and the traditional TV media transmission. At the media level, media convergence thinking has penetrated in TV music programme. Internet has changed the human habit of seeing and hearing, TV music programme is a kind of visual and audio programme form, and new media has the advantages of multimedia propagation, and the integration of new media is bound to better promote the spread of content and interacting with the audiences, and utilize relatively low economic cost to a certain extent to broaden the market. In the aspect of content, content is always the core competitiveness of TV music programme. And content is still the advantages of traditional media in the face of the impact of new media. TV music programme as a branch of traditional TV show should take its advantages in order to go further in the future. In terms of management, the lack of profit model is one of TV music programme’s common problem. To search for new, diversified margin model, and achieve the balance of economic and social benefits is the future TV music programme management policy. In the future development of the traditional media, it is not hard to see "media convergence" has become the only way of revolution of traditional media containing television, and "content is king" is the superiority of traditional television with the impact of the Internet, in addition, don’t forget the social responsibility of media marketization of is the direction of the development of traditional media.So to speak, "I’m a singer" is, under the background of new media, a banner of TV music programme, and has opened up a new path to reform and innovation, what’s more, it also has important research values and significances in media convergence, the transformation of the traditional media, and imported programme localization. |
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