| Liyuanchun was founded by Henan TV Station in 1994,which has more than two decades of development history. The positioning of the program is to inherit the Chinese traditional opera culture. With the development of over 20 years,Liyuanchun combines the traditional culture with the TV media by using characteristics of TV media communication, to makes the program mature in aspects of form, content and communication mode. Any art form should follow the changes of the times and change the development of ideas and communication route to keeps its exuberant vitality. Chinese opera art has many types and centuries-old history which is a valuable component of traditional Chinese culture. Opera art can not be inherited and developed without the application and innovation of modern communication mode. Opera art should explore ways to seek a more diversified form of communication that based on television communication so that it can maintain long-term vitality and inherit generation after generation.The development of internet and the coming of new media era meaning that the hegemony of the communication channels are gone. Chinese TV programs are facing fierce competition. In such a circumstance, audience has more options and diversified consumer demand. Since the program was founded, Liyuanchun based on Chinese traditional opera culture which has a long history, being cultural self-conscious and making culture brand, has a firm belief to develops and expands traditional Chinese opera culture. Despite the increasingly fierce competition in the media environment, the opera program is declining day by day, and Liyuanchun is also facing the brand aging, but the production team remain committed to innovation and seek a breakthrough of inheritance of traditional opera culture. Review the development course of the program, Liyuanchun build its brand in innovation. In the new TV program communication environment, Liyunchun embrace new media and new type of audience, update production concept of traditional opera program. However,the research of brand innovation of Liyuanchun lags behind the practice of program innovation in new media environment.Therefore, by using content analysis method, literature research method and case study method, this paper takes Liyuanchun for example, analysis of the development process of the program from perspective of brand building to studies the process of brand maintenance and innovation. This paper quotes Brand Life Cycle to explore the brand innovation mechanism of Liyunchun, and aim at the problem of the innovation practice to propose improvements. In order to provide reference for the continuous development of other opera programs. Moreover, Creating conditions of creative transformation and innovative development for traditional Chinese opera culture. |
