| The predecessor of Chinese Golden Eagle TV Art Festival is "Chinese TV Golden Eagle TV Golden Eagle Award", awarding as the main content, machine voting as the main way to elect comprehensive award of national television art. In 2000 settled in Hunan, hosted by Hunan radio and television media. In 2014,the tenth session of the Golden Eagle Festival is divided into three parts, the opening ceremony, Internet Festival and award party, the Internet Festival is different from the other two party, is the first appearance of the Golden Eagle Festival, it’s a new form from traditional media to New Media Awards,and also a unique innovative.This study tries to plan a program of the spreading and interaction across the screen for the Golden Eagle Festival of Internet, showing a ceremony about integration of traditional media Internet and cross-border thinking for the audiences, so that the traditional party program integrade new ideas in the ecological environment of fierce competition, innovate, enhance the influence. Finally, evaluate the implementation effect, to provide experience and reference for the integration of new media communication technology for the traditional media.This research first carries on the analysis to the present situation of traditional TV show, clear competitive environment. We try to find the bottleneck of the traditional TV programs and potential of new media based on analysis of the industry market environment, the comparation of old and new media, new media audience market, then determine the target audiences and make specific programming strategy.2014 the Golden Eagle Festival celebration made features of spreading across the screen and multi-screen interactive, so that the audiences can break through the limitations of time and space and broadcast live on the Internet terminal in real time, it can also interact with a national audience and creative programs through connecting mobile phone screen, flat screen, computer screen and TV screen, so that the linear communication of information becomes two-way communication.On the one hand, they broadcasted live together with mango TV. Let the Internet lifestyle audiences more convenient and have multi-channel to watch show. At the same time, used the special program of "Golden Eagle Shopping live custom waves" to break through the limitations of traditional media advertising time lossing a large number of audiences, not only broadcasted live without advertising, but also interacted with the audience through micro-blog to meet the needs of the audiences, it was a great innovation. On the other hand, innovated TV live interactive mode. They introduced the barrage from the Internet to show the first television barrage broadcast, the comments from audiences would have the opportunity to show on the TV screen, so information acquisition and feedback formed a closed loop, that can enhance the influence, create a "real-time" experience and arouse the enthusiasm of the audiences to watch the show.Finally, the study made subjective and objective comprehensive evaluation of the propagation effect. On the one hand, made the overall assessment according to the ratings statistics, nearly two years’ ratings comparison and analysis of piecewise ratings, we had seen the propagation and interaction of ratings volatility. On the other hand, we had a subjective evaluation through micro-blog attention and audience satisfaction survey, with the data collection and interviews we got real evaluations of the audiences of the programs across the screen interactive communication and innovation. We should rethink the problem and worthy experience on the basis of comprehensive evaluation, that will provide more reference for the development of the integration of traditional program and new media. |
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