| The word "IP" the earliest born in "intellectual property", is the meaning of intellectual property, initially used mainly in the areas of the game, later due to many popular programs began development of mobile games, the vocabulary have thus appear in the TV industry and become synonymous with quite a tide of influenza. However, although this is a new way of expression, but the program IP of the development of ideas is not very novel. TV derivatives research and development and brand building, whether it is from the point of view of theory and practice is not a new thing, only but before has not appropriate it as the tipping point, 2013, Hunan Satellite TV in the launch of the father to where "the hot programs at the same time will also be the hand tour of the same name to lead the market, which marks the spark of the" show IP "officially lit. With TV programs are becoming more and more popular, the hand tour of the same name also won the no small success, in line the same day get up to millions of downloads, now the number of users exceeded million people, every day there are more than 300 million online users; and since then, the program group spent less than seven days to shoot the movie also earn basin full earthen bowl is full, box office income up to 7 billion yuan; moreover, the book of the same name also is not sold before the fire, booking number more than 3 million copies.Now, the major TV stations are attached great importance to the development of its variety show IP. Which is the most representative of course, the number of "where daddy". In the first quarter to attract a large number of audience attention, the same name film, hand travel and books have also been a great success. The second and even clothing, tourism and part of the children’s goods to create a no small sales. In such a case, the mango media from the market and the development of the melon child smart watches, which is a wearable smart devices.Hunan radio and television station Lv Huanbin pointed out that the current broadcast media is the most important asset composition is IP, as long as the content is strong enough, IP can be more powerful, and it has the development value is even more prominent.Now, the major TV stations are attached great importance to the development of its variety show IP. Which is the most representative of course, the number of "where daddy". In the first quarter to attract a large number of audience attention, the same name film, hand travel and books have also been a great success. The second quarter of the broadcast also for clothing, tourism and some children’s goods to create a no small sales. In such a case, the mango media from the market and the development of the melon child smart watches, which is a wearable smart devices.With the arrival of the new media era, the TV column has also changed a lot. For the TV program market, the vigorous development of new media has double meanings. First, advanced technology for the creation of television programs and promote the creation of a good technology environment; second, it may also be a threat to the survival and development of television programs. But now the development of the situation, the new media and television, although there are also competing but more reflected in the advantages of complementary, resource sharing to bring the positive aspects of competition. In marketing, the new media has the effectiveness, interactivity, convenience and other features to provide convenience for the publicity and promotion of television programs, which is the new direction of the common development of the new and old media.In late twentieth Century, the United States I Jaipur proposed various media functions in the globalization of the media convergence. From the point of view of the current situation, in the field of information dissemination, based on network formation of new media development momentum is quite strong, but by the influence of network technology and traditional media tenacious vitality, the mainstream media is still to television as the representative of the traditional media. This paper from the Hunan Satellite TV launched TV variety show "father to where" as the research object, this paper discusses the localization marketing means, to obtain a successful were analyzed, for my country and other entertainment marketing to provide information and reference. At present, the market led, China’s television variety show through the small cost of the era, began with a large variety of characteristics, including high capital investment, the introduction of the model from abroad, etc..Since the beginning of 2010, Shanghai Oriental TV mode introduced foreign variety show "Britains got talent", and thus to create a column of "China talent show" this file variety reality show in China, a series of using this way to build the variety show, such as "non honest do not harass", "we meet it", [China’s good voice ", from 2011 to 2012 is Chinese variety show mode is introduced into the introduction, to 2013, China TV entertainment program began launched a number of model is introduced to build programs. Become the television development focus and normal of introduction of foreign excellent program mode, such as the Oriental TV launched "the sound of the Chinese dream", Hunan Satellite TV, launched the "I’m a singer", "Dad, where are you going", Zhejiang TV launched a "China good voice". These columns are also popular with the audience and caused great repercussions in the community.2015 can be described as is the first year the TV show ip. Therefore, this article combines the high ratings in the past few years of several television shows and derivative products in the research, and to "Daddy where to go to" the television program, for example, IP path and development trend of the domestic TV variety show searches analyzes.In this paper, literature analysis, content analysis and case analysis are used to study, not only pay attention to the theory and not divorced from the actual.The first chapter of this thesis is to explain why we choose this topic, and introduce the meaning and value of the research topic. |
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