Study On The Market Operation Of Cultural TV Programs

Cultural TV program is a serious program with knowledge grade,inheriting Chinese and foreign culture and aiming at improving the quality of the whole nation.Cultural TV program operation is a collection of operation means,including market survey,program planning,program production,program broadcast,publicity and promotion,advertising operation,program adjustment,etc.HNTV,which is called HNTV for short,is a provincial media platform in henan,a major province in central China.Based on the investigation,this paper understands that the advertising revenue of the satellite TV station has been in the middle of the provincial satellite TV station for a long time,and the lack of funds.Based on the current macro environment and industrial environment of the TV media industry,it analyzes many problems in the operation of the cultural TV program of the satellite TV station.Based on the theoretical research on cultural TV programs and TV program operation,this paper takes HNTV as the research object,adopts the idea of "Finding Problems--Analyzing Problems--Solving Problems",and starts from the operational problems faced by cultural TV programs to explore the strategies for the marketization operation of cultural TV programs.There are some problems in the operation of cultural programs of HNTV.This paper puts forward relevant countermeasures and Suggestions for the operation of cultural TV programs of HNTV.The specific contents include: Firstly,establish the concept of "operation is king",establish the awareness of "AUDIENCE IS SUPREME",and use big data to conduct in-depth market research.Secondly,optimize program planning,implement "brand strategy" for program planning,enrich program selection,clarify audience,create precise program positioning,and enrich the form planning of cultural TV programs.Thirdly,improve the broadcasting strategy of the program,strengthen the "media integration" strategy,and strengthen the interaction between the audience and the program.Fourthly,to optimize the publicity and promotion,and to promote the two types of target objects,brand and audience,to realize customer-oriented promotion.Fifth,the advertising operation mode of innovation.The method of integrated marketing communication is used to improve management ideas,innovate advertising forms and integrate advertisements into the program context.Finanlly,the comprehensive development of industrial value chain.We will use Internet thinking to strengthen the comprehensive development of derivatives and related industries on the basis of program intellectual property rights.At present,the "Reviving Traditional Culture" has become a consensus.Henan is located in central plains,has a profound cultural heritage,for HNTV deep cultivation of cultural programs to provide a unique advantage.In this paper,starting from the market operation of cultural programs,designed to help improve the business philosophy,in the Internet,thinking of henan TV brand,high quality culture programs under the optimization program of TV culture development planning,advertising,promotion and operation value chain operations such as link,create quality and economic benefits of both the cultural programs.