Research On Tencent Video Homemade Variety Show

When mobile communication has ushered in a new era,we have to admit that the change of media technology makes the information content we are exposed to more diverse and rich,the broadcast of online video is becoming more and more smooth and clear,people's viewing of online video has gradually become a habit and dependence,and the acceptance of video websites in the minds of the audience is constantly improving.In order to ensure the traffic,video websites have experienced fierce competition in the network bonus period.From relying on high-quality imported copyrighted programs to implementing the original strategy,video websites began to create "homemade content" with brand symbol labels,so as to achieve the purpose of differentiated competition through distinctive content.At present,Tencent video has achieved good development in the video industry by virtue of its strong financial strength and accumulated operating experience,constantly optimizing the layout structure of variety content,and shaping the brand image of "Tencent homemade" with young vitality.Since 2012,Tencent video to try homemade variety of content production,also has experienced the preliminary study,growth,and the stability of the four different development period,and the driving factors of the Tencent open video homemade model is various,mainly with audio-visual content policy constraints,users of the structure of the rich,the technology environment change,the recreational market requirements,as well as the realization of the goal of social value makes Tencent video homemade variety become a must for the development of object.During the eight-year development period,Tencent video has actively built a sustainable home-made variety content ecology,and achieved its development goals through different strategies in terms of content,resources and communication.In terms of content,it provides more attractive variety content by relying on the strategies of popular program layout,civilian topic selection perspective,public benefit value goal,artistic aesthetic audio-visual,and diversified program forms.In terms of resources,it makes full use of various resources by relying on independent cooperation of content teams,exclusive artist resources,online and offline resource interworking,and effective transformation of game copyright.In terms of communication,it propagandizes the self-made variety show information through the strategies of secondary communication on social platforms,anti-traditional discourse expression and multi-channel all-round drainage.Tencent video homemade variety through conscious strategy layout,also obtained the certain effect,the spread of the fine head of variety in the audience got good word of mouth,in the younger group has a strong appeal and influence,through the network data and user feedback data can be found that the communication effect of different variety shows and the defects of face.Homemade variety into a cooling-off period as a whole,for content level of quality requirements will be higher in the future,although have accumulated more experience,but Tencent video homemade variety at present there are still many deficiencies,including publicity and excessive entertainment program,platform,error does not decrease pressure loss induced fans and more lack of innovation.In order to solve the problems it faces,it can add humanistic and social value connotation of the program,deeply and meticulously explore the needs of the audience,combine the inspiration of short and long video production,distribute and release through multiple channels and make use of technology to innovate the game entertainment mode.For Tencent video homemade variety can continue to improve the content production capacity and video industry to obtain sustainable development momentum to provide advice.