Research On The Long Tail Phenomenon Of Film And Television Products In The Internet Environment

This study uses cases to analyze long-tail effects in Internet media.Specifically,this thesis answers these following questions:how is long tail effect represented on the internet?What environment the internet has provided for long tail effect to be generated?And are there any other potential reasons caused long tail effect?This thesis uses data analysis and text analysis methods to observe,describe,and analyzes audience behavior in the market,and eventually investigates reasons behind long tail effects.This thesis found,within the environment of internet,those static media products have kept active within this dynamic market.Their continuous market occupation increased market diversity and carries our Chinese traditional culture.On one hand,this study successfully combined long tail theory into the market of TV show.On the other hand,this study serves as an inspiration for further utilize TV shows market.First chapter presents background of long tail effects in TV product market.Although those media products stay static,their influence kept changing in long term.How those influence has changed is quantified in this chapter.Though the influence during "non-popular" time period differs from its influence during "popular" time period,the cumulative influence in long-term can reach the same magnitude.Cumulation of influence eventually lead to qualitative changes,which is the essential meaningfulness of long tail in media products.Second chapter describes condition that long tail effects were generated,including technical,marketing,and media.Internet technology reduces cost and encourages audience consuming.High diversity in the market provides more options for consumers,but also increase difficulty in making choices.The internet has reconstructed how media products have been spread and consumed.Such reconstruction has guaranteed information can reach the consumers more efficiently.Third chapter extended existing studies to further explain how the internet has affected long tail phenomena in the TV products.Improvements in the internet and related technologies have significantly changed the way audience watch and spread shows.The reason why internet has created a positive environment for the development of shows were discussed in this chapter.Fourth chapter provides suggestions and recommendations to current media business market,based on the findings in this study.No media products are isolated from others.Therefore,more attention should be paid to the inter-relationship among different media products.In addition,doing so can encourage spread crossing platforms and eventually encourage more consumption.In the end,marketing strategies should be tailored to maximize the potential value of long tails.In the end of this thesis,conclusion was provided and limitations were discussed.