A Research On The Fusion For TV's Variety Show At The Age Of Integrating Media Taking The Party Of Tmall Double Tenth Party For Example

In recent years,with the rapid development of Internet,new media depending on the internet are putting a strong competitive pressure on traditional media Great changes have taken place in the information production as well as the mechanism of communication and reception of domestic medium.Under the pressure of competition from the network media,traditional media need the trend of transformation of"Convergence Media" to rebuild the influence of the media channels.Internet ecosystem forms the construction to traditional television from the operation mechanism to the content,on one hand,The fusion on the "content" and "technology"expand the space for Variety Show,on the other hand,the social environment in the era of "Internet +" change variety of production mechanism,for example the system of commission is more prominent,market space is further released,program development and production of market get an unprecedented development.Audience through Variety Show is not only satisfied with entertainment,also in the media age gradually with following multi effects,such as the consuming,virtual experience,interactive entertainment etc.And for traditional TV media,making the organization form of "Convergence Media" in the new period,is not only a transformation for TV program form and communication form,also deeply affects the change of operating strategy for the media organization.Based on both the previous theory and literature,this study firstly defines the connotation of "integrating media".Before the arrival of "integrating media",domestic "media convergence" has gone a little way,the coming of the era of"integrating media" is not only the development of media transformation,also we should be at the point of the view from the whole social change,and the height of the national economic development.So "media convergence" both contacts with "integrating media",and distinguishes with it.”Integrating media",facing a today's sharp change of the media environment and basing its own characteristics,is gradually forming a concept and mode of operation for the integration of the development about the extension of the industrial chain and platform's building.In the process of fusion,"Integrating media" will take full advantages of its resources,and achieve a switch in its own organization construction,content production and communication as well as transforming functions,also,it,with the integration of the Internet thinking,will reconstruct a way for media economy,society and people's cognition,which is its most prominent feature.This study takes the transformation of development of the "melting media" as the background,combines related theories such as the theory of media research,morphology,medium of communication,sociology,and cultural studies,etc,makes a concrete research about television variety show from the example of "Tmall double tenth party",and finally analyzes the fusion path from the following aspects:technical integration,construction,content integration platform as well as talents,and capital integration.This paper thinks that"Tmall double tenth party" explores an operating mechanism for TV variety production at the era of "melting media".Alibaba,as a big Internet company,provides an advanced support for new media technology,including artificial intelligence,and trough the fusion with the traditional TV media,brings a new space for the performance of TV variety show;Alibaba through the joint with TV media builds a vertical communicating system for "integrating media",and relies on its business model to redefine the formality of variety content under the fusion of thinking,and realize the change from "audience " to "user" to get the traffic monetizing.This study analyzes the shift of variety content under the concept of "integrating media",from three angles including the cultural significance of festival,the business pursuit of Internet economy and changing of aesthetic morphology.Finally,this paper,combing the problem of variety production of the integrating media,puts forward the development path from the guiding concept of media,to the enhancing of the ideological,artistic content,to improvement of the level of media production technology,in order to provide the reference for the future.In this study,an suggestion is advocated that the domestic TV media should speed up the channel layout for integrating media,construct the state-owned property,and strengthen the publicity of media communicating system.In this regard,variety content need to grasp the good guidance role for the content spreading,and considers a various demand between the construct of public service of the system of socialist advanced culture and the pursuit of commercial functions.