Research On The Development Strategy Of Charity And Public Welfare TV Programs

The development of charity and public welfare TV programs is of great significance to the cultivation of individual citizens' quality and the harmonious coexistence of the society as a whole.At the same time,it has an irreplaceable positive effect on the development of the media industry and charitable organizations.In 2007,Hubei TV Economic Channel launched a charity and public welfare TV program,“Happy Send”,because of its precise positioning,good operation and sincere service,it has been well received by the public and became a well-known brand in the local area.program.However,in the past two years,the survival and development of Happy Gifts has faced many difficulties.From the perspective of external objective environment,in addition to the competitive pressure of CCTV,provincial satellite TV and urban local stations on the program,the rapid development of new media has diverted the audience of some TV media.From the perspective of "Happy Delivery" itself,the program is also facing The problem of homogenization of topics,the lack of depth of public interest content,and the contradiction between public welfare and commercialism.This paper mainly uses field research method and in-depth interview method for research.From June 2018 to April 2019,the author was internship in the "Happy Delivery" program group on the lang channel of Hubei Radio and Television.During this period,he participated in the production of TV programs and the operation of new media platforms,fully understanding the positioning of programs and the expression of public welfare.Operating model with the new media platform.The author also interviewed the producers,presenters,directors,some help-seekers and audiences of the "Happy Send" program group.Based on this,the paper analyzes the problems existing in the development of "Happy Delivery" and proposes countermeasures.In the research,this paper finds that the "Happy Send" program uses the new media platform to broaden the channels of public welfare communication in the process of fusion communication,and links online and offline.The source and form of the topic become diversified,and the program group establishes WeChat group.Fully mobilize the enthusiasm and participation of the audience,and open aninteractive section on the new media platform to cultivate a young audience.However,there are still new media platforms that rely heavily on the content of TV programs.The “ Title Party ” and the pan-entertainment phenomenon are prominent.The promotion methods and efforts are relatively narrow,and there are no fixed new media teams and technical teams.In the future,the "Happy Send" and similar charity TV programs need to explore the content of the program from multiple angles,identify the communication characteristics of each new media platform,promote the audience behavior,and accurately promote personalized behavior.Content,recruit new media operations specialists,and develop a complete publicity and operation plan,increase technical input,build their own platform,to achieve their own propaganda and product production needs,and thus achieve more development and imagination.