The Reflection On The Production And Market Operation Of The Voice Of China's New Generation

Since the 2005"Super Girl", the adult's talent shows were in full swing, which made the market basically saturated and brought people aesthetic fatigue. Thus, Chinese provincial satellite TV stations turned their attention to the children's talent show, considering the fact that the children's talent show field is undoubtedly a sea of blue compared with the adult's talent show. Golden Eagle Cartoon Channel, as the first cartoon channel approved as one of the Chinese cartoon channels transmitting via satellite, it launched the "The Voice of China's New Generation" with substantial experience in the production of large-scale program. "The Voice of China's New Generation" is a large-scale children's talent show of singing, in which kids sing popular songs in a different way. The program received wide concern of the whole society, along with high ratings and praise than ever. "The Voice of China's New Generation" quickly became a model for other children's talent shows as well as the object of study.First of all, the setting features of "The Voice of China's New Generation" is much outstanding. The success of the program is that the program conveys the positive energy to the child. Namely, to change the educational face of "infusion and teaching", take children as the standard, Insight into the children's growing environment, make close communication with children, also created a unique teaching method. The program encourages originality, develop children's creative potential, carry forward the truth, goodness and beauty.Secondly, "The Voice of China's New Generation" has an original form of expression, the format of the program has continuous improvement, and hi tech is a highlight of the program. In post-production, they combine different audio-visual elements to make the show more emotional impact and more ornamental.Thirdly, the program's marketing and communication strategy is also outstanding, For example, it makes full use of product marketing strategy, price marketing strategies, event marketing strategies, multi-channel mode of transmission and brand extension strategy. From the multi-angle analysis of the cooperation case with 361�Children's Garments we can fully see the program has a successful partnership with advertisers.In addition, the success of the program provides some intentional inspiration to other children's program, make them realize the importance of quality content production because continuous innovation is the guarantee of the vitality.Besides, the maximum coverage of the target audience could be reached with the full use of traditional media and new media tools. Last but not least, only those programs equipped with sufficient market awareness and sense of competition can not be eliminated.