Study On Channel Marketing Of Idol Cultivation Network Variety Shows

Under the background of "Internet +",the network video media platform develops rapidly,and the network variety comes into being.In 2018,a variety show of online selfmade idol nurturing,Creation 101,launched by Tencent Video Website,triggered a wave of "national nurturing".Creation 101 is sponsored by Huang Zitao,vocal music instructor Zhang Jie and Chen Jiahua,singing instructor Hu Yanbin,and dance instructor Luo Zhixiang and Wang Yibo.The program group selected 101 athletes from more than 13,000 practitioners from 43 entertainment brokerage companies in China to participate in the program.Through publishing tasks,daily training,stage assessment and other program links,the players grew up under the training of star mentors.In the referendum,the 11 players with the highest number of votes were selected to form a new idol group.Creation 101,as a popular idol nurturing variety show,has come into everyone's view,triggering a wave of national carnival,and the major traditional and new media are constantly pushing the information of Creation 101.This online variety show has successfully attracted the audience's attention with its brand-new content,which combines competition,variety funny,star effect and so on.The most outstanding feature of this program is its channel marketing.By consulting a large number of relevant information and watching the program,the author finds that the channel marketing of "Creation 101" has its own characteristics: the program is the exclusive broadcast of Tencent video,which prepares for the launch of "Creation 101" through a series of online and offline marketing activities;Tencent video also carries out cross-border joint transmission with Tencent micro-television,small red book and other platforms;and "Creation 101".Made 101 also has its own characteristics in the use of new media channels;the program group publicizes the "national producer" and the unique voting rules arouse fans' fanaticism,so that fans can actively use their social circles to vote for the players.After that,the author demonstrates the characteristics of channel marketing through a large number of questionnaires,and analyses the influence of channel marketing of "Creation 101" on audience's cognition,attitude and behavior through the results of the survey,and finds that "Creation 101" as an idol-forming network self-made variety show has some shortcomings in channel marketing: new media operation has not achieved the best results,fans voting.In order to cause a lot of problems for overzealousness,the author provides some development suggestions,and provides experience and reference for the development of idol nurturing network variety and other types of network variety shows.