Study Of The Program Features Of Online Video Homebrew Show “big Shot”

China’s online video industry has been nearly 10 years since 2005. After a few rounds reshuffle, the video site has formed a stable industry structure. However, the high cost of video content copyright and homogenization of content has always hindered the development of the video industry. In order to win in the fierce market competition, video sites, following the television, road to the homebrew field.With the continuous exploration, online video homebrew program become mature gradually. Major video sites have developed homebrew strategies. Compared with the early homebrew video content, currently it is showing some new features. Instead of a low-cost, low-threshold DIY work, it becomes production specialized and production scale and the profit model is diversified. Participating into the production of content promotes video sites a transition from channels to media. In view of the current media environment, online video homebrew content has huge space of development, but it must be noticed that there are also some problems to be solved. We need continuous exploration and reflection to make online video homemade content has a benign development.With the collation of the existing literatures and the video site work experience, this paper has a analysis to the content innovation and marketing strategies of online video homebrew content. This study takes the video content production chain as a macro perspective and also has a specific study programming features, marketing strategies and business model. The analysis of literatures forms the basis of this study and the content analysis of mainstream video sites homemade programs makes a grasp of the overall development of current situation of China online video homebrew content. In addition, this paper use care analysis to have a study on the content innovation and marketing strategies of Tencent homebrew program “Big Shot”, in order to provide an examples of reference for the future development of homebrew content.China’s online video industry is still in the development stage and the development of technology and media make rapid changes on homebrew content. Grasping the new features of homebrew content and development trend of online video make online video industry sustained competitive advantage.