Dissemination Innovative Research Of Video Sites Self-Produced Programs

Video site has been influenced by foreign video in Department of Development,website content and revenue model.However,the most different is that the development speed of Chi-nese video site is impressive.Experienced the capital market exchange copyright vicious com-petition mode,every video sites began to try to establish their self-produced Programs and own brand to confrontation rights competition.The situation that hundreds of competitive situation become three core website which get potential strength supported by BAT just takes several years.Since 2014,all Video Sites have improved their self-produced Programs and innovation pattern.Video Sites has emerged many high-cost,high-quality self-produced Programs.This article focuses on propagation innovation strategy about video sites self-produced Programs.First chapter discourse the situation about self-produced Programs from three levels,such as competing media environment,market environment and the content of self-produced Programs.Self-produced Programs faced the situation that Matthew Effect of program resources,thirds pattern in the capital market and varying quality and homogenization of content.Chapter II focus on disseminating innovative programs that cited Lass well's 5w com-munication model.It system analyzes the video sites Video Sites self-produced Programs pro-gram presented features and this puts forward five corresponding spread of innovative strategies in the disseminator,dissemination of content,distribution channels,dissemination of objects and dissemination of results.Chapter III discussed video Sites self-produced Programs should take disseminating innovative strategies from three aspects such as the content,audience and broadcast with the corresponding case.Chapter IV presents recommendations for the future development of Video Sites self-produced Programs.such as strengthening the relationship between competing market players in video sites,building core content ecosystem around mo-bile phones,reconstructing program interactive forms and profit model with the large data,creating differentiation,stylized vertical positioning.Propagation Innovation plays import role in improving program quality and ricking content.The video website will attract the audience through quality content that also will fit the original Video Sites self-produced Programs Internet features.It will helpful for improving develop-ment of self-made program and will also provide a reference value for the development of tra-ditional television by analyzing the video sites.