| As is known to all,the Spring Festival Gala of China Central Radio and television station(abbreviated as CCTV Spring Festival Gala)was officially held in1983.It has been accompanied by people for 37 years in the atmosphere of singing,dancing and laughing.“Spring Festival Gala” has become the “synonym” of CCTV Spring Festival Gala.With the development of economy,in order to enhance the influence of its own platform and show the unique charm of the city,satellite TV channels all over the country have set up “Spring Festival Gala” columns,including Weishan County TV station in Shandong Province,which has made great efforts in various aspects such as preliminary planning,collection of works,program selection,seeking sponsorship,rehearsal of the evening party,etc.Nowadays,with the improvement of information technology,people's demand for Spring Festival Gala is more diversified,which makes the traditional TV Gala face challenges.The Spring Festival Gala of Weishan County TV station in Shandong Province(hereinafter referred to as “the Spring Festival Gala of Weishan TV station”)has been continuously improved and improved in program content,form,quality,dancing beauty,lighting and sound design.However,due to the lack of capital and talent resources,there are still some subjective and objective problems,such as the program form is too single,lack of innovation awareness,and the program content fails to reflect the local characteristics Strong teaching,lack of certain entertainment and artistry and so on.In 2015,the local government attached great importance to the Spring Festival Gala of Weishan TV station.The main creative team of the Spring Festival Gala completed the production of the Spring Festival Gala with the purpose of “establishing a good image of urban civilization and improving the visibility of the city”,which improved the overall quality of the Spring Festival Gala of Weishan TV station.However,due to the emergence of game halls,KTV,cinemas,bars and other entertainment venues,as well as a variety of dating software,social networking sites,and video websites,a variety of excellent variety shows focusing on professionalism,cross year parties,and online spring festival galas are emerging in an endless stream,all of which are impacting the traditional TV media,causing a greater impact on the TV Spring Festival Gala,and the overall aesthetic vision of the audience tends to be fragmented Fast food,visual streaming video,Spring Festival Gala is no longer the only way of entertainment during the Spring Festival.As a county-level TV station,Weishan TV station has been faced with the biggest problem for a long time in terms of its coverage area,human resources,financial resources,material resources investment,technical equipment,publicity and promotion,etc.This paper holds that innovation management strategy is the most powerful competitive factor,and the innovation,maintenance and development of Weishan TV Spring Festival Gala is the key to its survival.Therefore,if Weishan TV Spring Festival Gala wants to successfully occupy a place in the Spring Festival Gala market among many TV stations and Internet spring festival galas,it is necessary to innovate,keep pace with the times,keep up with the pace of the spiritual civilization and aesthetic changes of the public,stand in the audience's perspective,pay attention to the entertainment and popularity of the program,fully understand the types of programs that the audience likes and use the help of stars Effect and so on,constantly catering to the aesthetic needs of the audience.At the same time,we should focus on the content of the program,enrich the form of the program by integrating local resources,re adapt the local traditional folk culture,create high-level works with local characteristics and close to people's life,and conquer the audience with characteristic works.Through personal participation and on-the-spot investigation,the author analyzes the operation process of the Spring Festival Gala from seven aspects: organization planning,creation team,program type,venue,capital source,broadcast mode and audience group,combing out the existing problems of the Spring Festival Gala,focusing on the local tradition Folk culture features provide operational innovation strategies and management mode with local characteristics for the development of Weishan TV Spring Festival Gala,and reasonably predict its future developmentprospects,in order to provide reference for better operation and development of Weishan TV Spring Festival Gala in the future. |
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