Study On The Interactivity Of Wechat Public Numbers Of TV Entertainment Programs

Since 1990 s, the communication mode of Chinese TV entertainment programs has been constantly changing, from the “one-way communication” to “two-way communication” and then to the “multi-way communication based on new media platform” now. A variety of interactive mode formed along with the constant change in communication mode such as on-site real-time interaction, hotline interaction, message interaction, website interaction, social media interaction, etc. Today, interaction on Wechat public number is gradually favored by the majority of TV entertainment programs, and the majority of TV entertainment programs scramble to open a Wechat public number in order to survive and develop. Since it was launched on October 10 th, 2014, the audience rating of the first season of “Running Man” of Zhejiang TV had remained champion for fourteen times consecutively of Friday entertainment show, and the audience rating of the second and the third seasons also doubled with careful production, winning the audience. The rising audience rating of “Running Man” gave credit to its promotion by interaction through Wechat public number, in addition to its fine production.Based on the above, the author in this paper uses case analysis method and content analysis method to study the interactivity of Wechat public number of television entertainment programs. The detailed case study of the Wechat public number of “Running Man” aims to effectively alleviate interactive difficulties of TV entertainment programs. In this paper, the author first sorts out the interaction progress of TV entertainment programs from one-way communication to two-way communication and then to the multi-way communication based on new media platform,describes the development trend of interaction of TV entertainment programs, carries out a case study on the interaction of the Wechat public number of “Running Man”, analyzes the integration strategy and the status quo of TV entertainment programs and Wechat Public Numbers, and sums up features and problems in interaction via Wechat public number. It can be seen through analysis the discussion that there exists a series of problems in the interaction of television entertainment programs via Wechat public number such as lack of analysis and use of big data, slightly limited interactive commentary articles, confusing public accounts and the like.At the end of this paper, on the basis of the above issues, the author puts forward feasible and purposeful development strategies about the interaction of TV entertainment programs via Wechat public number and suggestions for reference, such as rational use of big data for clear audience positioning, improving the interaction frequency, and so on. The author believes that this paper has certain reference significance for future development of interaction of television entertainment programs.