Cultural Creativity Of Original Variety Show On Video Websites

With the rapid development of Internet technology,various demands of audience, the increasingly high costs of broadcast rights, original variety show of video websites in China has risen and developed quickly.As a result, video website changes from content broadcast channel to an integrated media platform,which means that it plays a role both in content production and broadcast. With the change of people's viewing habits and aesthetic tastes, original variety show is attracting a large number of young audience quickly. As an important part of the audio-visual content industry, the cultural creativity of original variety show on video websites is worth studying and analyzing.Based on the perspective of cultural creativity,this paper makes a deep research on original variety show of video websites. The first chapter summarizes current development status of original variety show,introducing three creative development modes of it: introduction of foreign program formats for localization and network, joint research of program formats, original program formats. Among them, original program formats are thriving. Through analyzing the producer of original variety show,this paper presents the openness of program production,which reflected by the diverse production body. The second chapter focuses on creative features of original variety show,and discusses its characteristics in the form, content, culture and the development of industry chain. Firstly, on the morphological characteristics, original variety show of video websites has many types.The vertical types of show highlight the long tail value.The topics of show are popular.Original variety show positions younger and interactive highly. Secondly, on the characteristics of content, the original variety show often chooses someone who is star or celebrity. Characters use network catchwords during the show. The visual language of original variety show distinguishes it from TV.Thirdly, on the cultural features,original variety show has postmodern cultural characteristics.It buildes the elite culture and popular culture fusion of media.It conveyes media culture logic of symbolic consumption and reveals the network characteristics of youth subculture. Fourthly, this paper analyzes industry chain expansion of original variety show from three aspects: the value of advertising, content paying, fan economy. The third chapter puts forward that social environment,legal and policy environment, media economic environment and audience cultural psychology are important which affect the production of original variety show. The fourth chapter explains several problems about original variety show of video websites. The author suggest strengthening cultural creativity, unifying entertainment and culture, aesthetic as well as producing program creatively based on the characteristics of network media.