The Research On Phenomenal Program

In recent years, with the rapid development of the Internet and other new media, traditional television media market share has been carved up, the powerful TV media began to concentrate superior resources to introduce the copyright for foreign television programs and build a large number of "phenomenal programs" with high investment, big-budget production, high ratings. Thus the concept of "phenomenal program" came into being and has proved to be a trump card, which brings huge profits for the major provincial television stations and succeeds in building their channel brand images.The concept of phenomenal program is quoted from phenomenal movie, which has become a academic hot word after being advanced by related scholars. With three indicators of high cost, high ratings, high income(market returns) for reference, the concept has not been accurately defined so far. Due to the "three high" characteristics, the phenomenal program has been monopolized by several well-financed powerful domestic television media as the result of highly market-oriented operation in TV industry. The phenomenal program’s tremendous social impact, propagation force and the leading and exemplary role of its program content and production mode would create a new form of television programs, and revive the TV media communication’s important role, so that the TV media maintains an advantageous position in the media convergence communication environment.The essential ingredients of phenomenal program include the infiltration and identification of the core values, the scope and intensity of social participation, and the expression and fulfillment of creative ability, uniqueness and diversity in content and structure, precision and integration of cross-boundary communication, integrated marketing strength and vitality. Phenomenal program is characteristic with the high marketization, the internationalization and media convergence communication, which is presented in such aspects as the market operation of the program’s copyright, the cooperation mechanisms of the production team, the communication platform and the terminal, the marketing method and so on. The dissertation takes such phenomenal programs as "Running man", "The Voice of China", "Where Are We Going, Dad?" as the research objects. The first chapter is literature review including the research content and the innovation points; the second chapter mainly sorts out the related theoretical literature concerning phenomenal program to summarize its implication and development; from the four aspects of the audience demands, composition of program production, marketing communication, value transformation, the third chapter focuses on several typical programs to make an in-depth analysis of phenomenal program mode; the fourth chapter mainly aims to summarize and reconsider the problems in the course of development and forecast the outlook for phenomenal program in the future. The conclusion part summarizes the major findings in the research.