Study On Communication Of Network Self-produced Program “U CAN U BB”

With the improvement of the Internet speed and the popularity of some mobile terminals like cellphones and tablet personal computers,people have been habituated to watching network videos. Meanwhile,video websites are encountering with several challenges externally and internally. Seen from exterior, those challenges derive from the serious blow of the Chinese government to pirated videos, the functional coincidence between video websites and TV media, the soaring copyright fees and the homogeneous competition among video websites. From the interior view, the industry inside has experienced two rounds of large-scale elimination through competition, in which the existing mainstream video websites realize the importance of network self-produced programs for the future development and increase input of self-produced programs so as to establish the brand image of video websites and identify their competitive edges.As a typical example of the current network self-produced programs,U CAN U BB, a self-produced program issued by iqiyi.com, opens the age of big investment, big stars and big-budget productions of network self-produced programs with its accurate program localization and novel form, being recognized by the public. It has unprecedented effects on network programs and has the significance of landmark for the development of Chinese network self-produced programs, providing important references for the future development of Chinese network self-produced programs.The propagation of network self-produced programs has its own unique elements. Through analyzing and studying the propagation elements of U CAN U BB, it is found that its uniqueness and success lie in its organic combination of communication subject, contents of communication, communication audience, communication media and propagation effect. On this basis, four basic paths of optimizing network self-produced programs are summarized in this paper. Specifically, the first one is to guarantee and warrant contents so as to enhance self-competition; the second one is to use big data and innovation to improve program quality; the third one is to choose the capable communication subjects to ensure the ornamental value of programs and the last one is to balance the relationship between business and culture. It is hoped that those findings could be used to provide references for the development of Chinese network self-produced programs.