On The Application Of "unique Selling Point" Theory In Variety Shows

Zhejiang satellite TV has been developing rapidly in recent years,and it has promoted the overall influence of the platform with excellent variety shows,thus maintaining the top three national satellite channels.However,the current domestic media environment changing,zhejiang satellite TV in such an environment for how to take advantage of an opportunity,and to meet the demand of the audience and variety show conforming to the spirit of the society,at the same time also can maintain advantage is important and difficult.The most important income source of TV variety shows is advertising revenue,so the result of advertising investment is also the most easily visible to the market trend of variety shows.Variety show on China's advertising market in 2017 will further highlight "Matthew effect",based on the market as a whole plate of narrow advertisement,advertisers will also further resources will be concentrated to a line,powerful TV platform is mainly due to the platform brand value,the program is in high quality,stable ratings are advertisers most in need of reassurance.In this regard,the first step is to improve the recognition of the program itself,so that it can stand out in the same type of program in the market.Secondly also will variety show ads are in the process of the innovation,make the advertisers in this show the return on investment than other platforms in the same period,to further strengthen the competitiveness of the platform.In view of this,this article will introduce the theory of "unique selling point",refers to the unique selling point,makes the program are different from other similar programs,improve the identification and competitiveness,to attract more viewers.In this paper,by combining the existing relevant research results of "unique selling point" theory are introduced,and then on the basis of this to zhejiang TV's "run brothers" and "the voice of dream",the birth of the actors,such as the programs created as an example to analysis respectively "unique selling point" theory in the process of program creation,respectively from the stage of visual,props,format rules,post-production and promotion,and further advertising creative strategy in the process of the proposed program.