The Innovation Research Of TV Entertainment Programs Under The Background Of Media Convergence

From the date of birth entertainment programs have become an important part of popular culture and entertainment life. With the spread of the Internet triumph, the rapid development of digital technology, the boundaries between old and new media increasingly blend, China’s TV entertainment show rapid development trend. Related research has focused on the theoretical analysis of TV entertainment programs how to deal with media convergence,little from the perspective of the changes in the propagation environment, constraints and innovative direction. This article analysis the opportunities and challenges of media convergence have brought to TV entertainment programs, the progress have been achieved in programs-making and problems to solve. Also it gives strategies to innovate from the perspective of institutional reform, internet logical thinking and access path.Through literature review section, it finds that the many relevant researches were focused on strategies to deal with media convergence, not many was from a systematical way. Therefore, the 1st chapter is trying to demonstrate changes of propagation environment and the current challenges that media convergence have brought to TV entertainment program-making: erasing media power of TV, growing importance of interacting while program-making, as well as a more intense marketing competition. These challenges also stimulated the development of large TV entertainment.The 2nd chapter demonstrate the developments have been made while TV entertainment programs facing the challenges—— increasing number, diverse types, improving quality and online entertainment resources feedback to TV. The 3rd chapter focuses on the problems and the reasons. Mainly, problems are from two aspect, one is vulgar and homogenization content are spreading among TV entertainment programs. Another one is that insufficient using of new internet media technology. These require more from the systematical way to solve.There are strategies to innovation from three aspects. Firstly, it calls for institutional change to stimulate both governmental and non-governmental players to meet the challenges that media convergence have brought. Secondly, applying internet product making principle to TV entertainment program-making is necessary. Thirdly,it gives a specific operating path of innovation in ways of emphasizing userexperience, focusing targeting populations and sub-cultures, and increasing serving content of daily life.