The Research Of Bottleneck And Countermeasures About National TV Academic Speech Program

Chinese TV academic speech program arose under the complex culture background.In the continuous reform and innovation,it has experienced four different periods: the germination period(1997-2000),the development period(2001-2003),the boom period(2004-2006),and transformation-reshaping period(2007-present).With the development of the era,the change of social and cultural context,the transformation of people's aesthetics,and the abundant tools of TV planning,new model of this kind of program which has characteristic of the times is derived and presented in the development trend of diversification.At present,its definition can at least be divided into two types: on narrow sense(traditional)and on broad sense(modern).The form can be divided into three types:lecture,conversation,and speech.As the special cultural product spread by the way of mass media,TV academic speech program is faced with difficulties of development now.On the one hand,there are some external causes including cultural context changes,the popularity of digital reading,and the impact of entertainment trend.On the other hand,there are deeper internal problems including inaccurate orientation,the poor effect of mass decentralization,the imbalance of refined and popular tastes,lack of inclination of entertainment,competition for resources,the repetition of choosing topics,blind copying,the obvious homogenous tendency,old forms,young audience erosion,shortage of funds,and weak consciousness of industry.The only way for TV academic speech program to break through the predicament and realize sustainable development is to insist in the concepts of localization of quality,popularization of tastes,and culturalization of characteristics,bear the social responsibility,and provide spiritual nourishment.On this basis,the comprehensive planning operation should be proceed by firstly enriching the tools of TV planning,arising audience interests of watching,using the themes,special,and system planning so that the program can have subjects and series.Then,narrative method should be improved,and audio-visual language should be added.The effect of spreading will be promoted in terms of three ways involving:use the design of suspense,enhance the interaction,and pay attention of performing.Moreover,we should innovate the form of program,attract younger audiences,and take advantage of the rich resources of nation culture to combine,mix,cross border,and strengthen the entertainment design of programs with other modalities such as reality shows,Q&A programs,and entertaining programs so that we can realize the cultural inheritance and responsibility by using the relaxed external modes of expression.Additionally,we should integrate various channels,form the transmission force,transform the thinking mode by taking present advantage,and create all media promotion with the link of the old and the new in the condition of respecting the rules of media spreading.Finally,we should strengthen the brand packaging,extend industry chain,conduct the brand package by building up the awareness of high-quality products,integrate the advantage resources,expand the brand value,and create a systematic industry chain of interrelation as well as mutual junction and promotion from the top to the bottom in order to gain more economic and social benefit.