The Research On Innovation Of Chinese Network Self-Generated Variety Show

The major video sites of China began to made self-generated content from 2010,since them were establish in 2005.And then the 2014 was called ' the golden year ' of network self-generated variety show.Actually,the development of network self-generated variety show just a few year from now on,but it has come into a considerable scale,part of the show obtained high click-through rates and a good public praise,it makes more and more video sites wants to produce their own shows.Besides,the reason includes the development of video sites,the change of network ecological environment,the demand of audiences and so on is all beneficial to created an inspiring innovation space for the network self-generated variety show.Although compare with the traditional TV show,the network self-generated variety show is not mature enough and still have a long way to go,however,that is the reason why making the research of network self-generated variety show has a certain practical significance and practical value.The network self-generated variety show is produced by independent video website issued or cooperate with relevant content production organizations and individuals to finish the content production process,which is very entertaining,and taking the network as the main form of broadcast platform.The diversity of content production,the communication strategy of social media,the audience division targeting,the pluralism set of communication subject,the precise marketing strategy and the establishment of exclusive original brand promotion,all these elements makes the network self-generated variety show not only absorbed the essence of traditional TV,but also has distinctive characteristics of new media.The emergence of the Internet has changed the audience's audio-visual habits,entertainment and consumption idea,also changed the variety show.However,the network self-generated variety show still facing the problems such as the shortage of pan entertainment,the poor user experience,the lack of industry control and the poor economic benefit.In order to avoid the drawback of TV show which including the monotonous type and homogenization of creative ideas,the network self-generated variety show should seek differentiation development under the Internet ecological environmental.The strategy includes increase the depth and breadth on content production,strengthen the form with technology and innovation,witching logic and the production mode of thinking based on features of broadcast platform and carry forward the advantage of interactive communication process,follow the path of brand,marketing and diversification product.