Research On Communication Strategy Of CCTV Cultural TV Program "National Treasure"

At the end of 2017,a CCTV cultural program "National Treasure" with the theme of cultural exploration attracted everyone's attention.The program aired for two seasons,from TV to the Intern et,with a cumulative audience of more than 900 million people,and online video views as high as 2.2 billion,and the number of Weibo topics reading more than 5 billion.It has quickly become a phenomenon-level program that affects the Chinese TV screen and cultural fields,bringing a rapid increase in the average number-of visitors to the 17 museums participating in the program by 50%.The "National Treasure" program stands out from all cultural programs with its novel program theme and cultural relic elements.The success of this program provides a certain reference for the development of cultural programs.The appearance of the "National Treasure" program has its inevitability.The state has adopted effective measures to optimize the ecology of the TV industry and the cultural industry.The diverse psychological needs of TV audiences and the continuous advancement of communication technology have further promoted the vertical subdivision of cultural TV programs,which have provided good conditions for the birth of cultural programs.The "National Treasure" program has explored a new model for the development of cultural programs.It combines recording elements,cultural elements and variety elements.With its young and fashionable language style,dramatic plot conflicts and rich guest images,it has formed its own unique program style;ritualized symbolic expression and popularization of humanized cultural relics knowledge and positive value orientation show the audience its unique program content;beautiful music soundtracks,gorgeous lighting design and advanced image technology give the program a glorious external form;all-round media interaction provides the audience with a matrix communication channel where they can make a second creation of the program content.However,"National Treasure" also exposed some problems,such as relying too much on the star effect,single theme and weak advertising promotion.To solve these problems,the program can start from optimizing program scenes,striving for platform support,outputting excellent programs,optimizing guest configurations,and deeply digging into traditional culture,and constantly explore and improve the path of programs to make cultural programs develop better.