| With continuous development of Internet technology,usage of multi-screens has been becoming a common phenomenon in our daily life.Because of emergence of multiple screen,the propagating structures and media pattern are thus affected to have corresponding change.People are not satisfied with utility of single screen any more,but transform to "across-screen" between multi-screens.According to related surveys,among all the recent Internet users,more than 91.8%of them are using "across screen".In addition,50%of female users and 44%of male users would visit social software to participate in program interaction,when they are watching TV.Therefore,"across-screen" interaction has already become a reality.Influence of "across-screen" has opened up different media platforms,got through different social compositions,and let all kinds of content may not be restricted by time and space to an unlimited extension.In face of such complex terminals and mixed audience,how to seize the serious"across screen" audience's attention,has become a key factor for TV program marketing.Thus,"across-screen" interactive marketing,as a new marketing model of TV media and Internet combination,is used in various TV programs.Development of this model can not only let audience participate in timely TV programs,have interaction with TV programs,strengthen the expression of emotion between TV show and the audience.,and can even affect content or development of the programme,but to bring promotion effect for program brand building and development of the industry chain.Across the screen interactive marketing,as a combination of "across screen"marketing and interactive marketing,is both needs to be spread and promoted in advantage of "across the screen" marketing to realize mutil-screens' interaction and mutual linkage,and also needs to strengthen brand viscosity and enhance content influence over interaction with audience.With the rapid development of recent media industry,the competition between provincial TV is becoming more and more seriously.It is far more enough to cater to development needs,just relying on a single program innovation.Throughout the provincial satellite TV,those which include hunan TV,dragon TV,zhejiang TV etc.have begun to explore on variety show's across-screen interactive marketing,and already made some preliminary achievements.Through kinds of variety shows' mode innovation and across-screen interactive marketing,they have acquired a competitive position with advantage,and also have strengthened their core-competitiveness.Although the major provincial TV variety show has achieved good results through across-screen interactive marketing model,but due to problems on simplification of across-screen interactive mode,failure on target audience accurately positioning,lack of effective evaluation mechanisms and limitation on across-screen technology etc.If our provincial TV variety show want to achieve a breakthrough and sustainable development,they must make extra effort on across-screen interactive marketing combination,accurate position on target audience,perfection of evaluation mechanisms,deepen on technological transformation etc.Therefore,under background of this broad internet age,the China provincial satellite TV variety show must boldly develop to across-screen interactive marketing strategy.Implement of across-screen three-dimensional combination,root of positioning data,perfection of efficiency evaluation mechanism,improvement of technological innovation,which will all enhance application effect of across-screen interactive marketing to a certain extent.Through across-screen interactive marketing,it can bring provincial satellite TV variety show with new opportunities for development,get rid of bottlenecks and enhance their competitiveness in internet age. |
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