| The prosperity of tourist industry promotes the development of TV tourism programs. Since the broadcasting of Chinese TV tourism programs, different kinds of program forms are appeared with several-decade development and transformation, commonly including scene, scenery documentary, tourist propaganda, presenter introduction, multiple interaction and reality show forms. From central to local levels, all the regional TV stations basically create TV tourism program for local areas or more extensive scope, including some programs with unique contents, excellent production as well as good public praise and audience rating such as Homeland Dreamland series broadcast in CCTV, Go Whatever Far You Go broadcast in Travel Channel, How Beautiful The World broadcast in GSTV and Miss Love To Travel produced in Taiwan Azio TV. All of these programs are qualified to be regarded as high-quality tourism programs from earlier-stage arrangement to later-period production. Especially, the Homeland Dreamland always keeps relatively high audience rating and topic familiarity for six years. Except that its big investment, big-budget production and insightful views bring substantial gains, the broadcasting advantage in superior platform cannot be touched by other programs of the same kind. Currently, with development of the era, the tourism programs in reality show form are popular in the screen and many TV programs stand out from the crowd, race to control audience rating and fight for topic popularity. For example, Divas Hit the Road, Figure and Sisters over Flowers all acquire the relatively audience rating when broadcasting and then the programs on traveling reality show become a hot trend.When these programs are successful, the people in the industry meanwhile shall clearly realize that nowadays, with rapid development of the Internet, the people’s lives have been heavily permeated by innovative development, thus Chinese TV tourism programs are faced with the increasingly austere situation with gloomy prospect. For general TV tourism programs, their tedious contents cannot meet audiences’ increasingly picky requirements any more so that it is hard for these programs to have fixed viewer groups. Most of audiences just glance at the contents since they cannot give a profound impression to the audience. Meanwhile, the levels of earlier-stage arrangement to later-period production for this kind of programs are required to be improved since there are lots of amateur photographers in the viewer groups, thus if the technical level of camera crew hasn’t been strictly inspected, the program quality will be greatly reduced. In addition, the programs related to reality show are not perfect, so people shall pay more attention to the existing problems. For example, the problems that programs overly follow the trend and rely on too much introduced models with a lack of original creativity, fuzzy service attributes and strong "show making" intention are widely reviled after broadcasting. Meanwhile, there are many factors to restrict the innovative development of Chinese TV tourism programs such as influences in national level, innovative mechanism shortage and team & talent cultivation. Where do TV tourism programs go? And how are they changed for numerous problems? The paper analyzed Travel Time Program and explored the innovative expressions of the program in all aspects under the historical background of media interaction and integration. As a whole, the TV tourism program, Travel Time, carried out optimal innovations with different degrees in aspects of plate model and program packing. Firstly, the program contents were innovated. Three basic parts, namely "Cross Mountains and Rivers", "Talk to Trip" and "Suitable Travel for You", were set respectively to introduce the landscape, to tell people’s own travel stories and to analyze hot lines. Secondly, program packing was greatly optimized. The program implemented the stylized design in titles and scene transition contents, conducted the aesthetic design for logo and carried out the entertainment design aimed at ornamented type in the program. Thirdly, Travel Time Program took advantage of "Internet+" influences to explore the innovative paths:the first step was to produce exclusive mobile APP to attract users in mobile Internet terminal; the second step was to open the public account in WeChat platform to upload video of each episode of program, to expand the program’s influences and propagation range by real-time interactions with WeChat users and to utilize a large amount of WeChat users to correlate WeChat "Shake It Off" with live broadcast of TV programs so as to create more convenient offline travel information browse mode and to break the single feature of live TV broadcast through the ages; the third step was to give full play to openness and interactivity of Microblog to open official Microblog account for the program. When broadcasting the program, the topics in terms of program contents would be opened in Microblog for discussion; after broadcasting, Microblog interviews would be produced to invite program guests for continuous participation of discussion and interaction, thus it would achieve more direct barrier-free communications with online users. In addition, the famous persons in Microblog with lots of fans could be taken advantage of to publish relative articles and to promote program information so as to attract other users; the last step was to integrate mobile terminal to develop its relative program game in order to introduce scenic spot contents into the game, realize the second spreading of program contents and build new mobile game platform of the program. Besides, in the exploration of innovative paths for Travel Time Program, big data could be effectively utilized for vast analyses and customization, to accurately understand viewing behaviors and habits of the audience and to realize digital management for earlier, medium and later stages of the program. |
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