Innovative Research On Cultural TV Variety Programs

In his book ?Understanding Media : The Extensions of Man?,Marshall McLuhan put forward the famous idea that "media is information".In his view,from the long process of human social development,the really valuable and meaningful information is not the content disseminated in each era,but the nature of the communication tools used in each era,the possibility of its creation and the social changes brought about by it.Although this view has its own limitations,it provides a new perspective for us to understand the development of human society,especially to explore the subversive changes in today's society.The development of the Internet not only promotes the progress of technology in the whole society,but also has a profound impact on people's way of thinking and changes the work,study and life of the government,enterprises and individuals because of its open,inclusive and interactive characteristics.The rapid development of Internet and new media has brought a strong impact on traditional media.Xi Jinping has repeatedly stressed that we should attach importance to the Internet,develop it,make full use of Internet thinking,and promote the integration and development of traditional and emerging media.This paper takes the cultural TV variety shows devoted to innovation and development in the traditional media in recent years as the research object,deeply analyses the value of Internet thinking in cultural TV variety shows,and explores what problems cultural TV variety shows have in the process of innovation and development can be solved by Internet thinking.Generally speaking,the application of Internet thinking in TV industry can be roughly divided into three kinds: user thinking,content thinking and marketing thinking.It is necessary to fully understand the characteristics of Internet communication,analyze the network communication environment,use network technology,cloud computing technology,big data technology to promote the development of cultural TV variety shows,use the law of Internet communication,and innovate.The content,form and communication strategy of the program can meet the individualized and diversified information needs of the public.Although cultural TV variety shows have been devoted to innovation in recent years,there are still some problems,such as lack of in-depth tapping and meeting user needs,serious homogenization of programs,excessive sensationalism,inadequate publicity and incomplete development of industrial chain.The author believes that we can continue to use Internet thinking,continue to explore the successful practices that have been tested,and find out our own shortcomings.We should innovate our own development by using the laws of Internet communication and marketing.