| In recent years,the state has issued a series of policy documents,leading the development of national TV cultural programs,vigorously encouraging innovation of satellite TV,and stopping a series of entertainment talent shows on local TV stations.The cultural,original and innovative nature of TV content industry has once again become the focus of academic circles and even the whole society.After the big wave of collectivization,industrialization and digitization,how to create considerable economic benefits in the market and play the due role of TV media in inheriting culture and promoting the construction of socialist spiritual civilization has become a major proposition with distinctive characteristics of The Times in the TV industry.As the birthplace of thousands of years of Confucian culture and the hometown of Confucius and mencius,shandong,the first group of satellite TV stations,shandong satellite TV is duty-bound to follow the development route of cultural inheritance.In the Chinese TV industry where hot style's copyright resources are exhausted,overseas introduction mode fails,original productivity is mediocre and cultural programs are homogenized,shandong satellite TV has special emotional adherence and cultural foundation for original cultural programs.Cultural festival in 2013,the state administration of radio,film and television to the original purpose strongly advocated and provide policy support for the provincial satellite TV,shandong TV between 2014 and 2018 representative works "Chinese face" "I'm Mr." "hello! History jun" for "small Chinese celebrities" is used as program innovation typical many times to get the affirmation of the state general administration of press and publication,radio and television,the small Chinese celebrities have been during the administration of press and publicity department leaders called "cultural programs of specimens".Shandong TV cultural industry in the country has a high visibility,but with the passage of time,the existing program will face great challenge of the market,how to maintain the original culture program,on the basis of using original experience and phenomenal show samples,mining local resources to innovation of new cultural programmes,from the perspective of sustainable development of shandong TV culture program brand creation,brand communication,let more audience can feel the splendid traditional culture,and for shandong TV program types,patterns and ways of communication have been also is this article want to explore the topic.This paper shows a typical culture in the four gear as the research object,the first chapter around this research selected topic origin and the realistic and theoretical significance,and further introduces the content and research framework and research methods,and collected the generalization of the periodical literature in recent years,using the theory of system research method,combining with the experience of forefathers' research,put forward the innovation of this article and the difficulty.Chapter 2 makes a type statistics and a development analysis of cultural programs of shandong satellite TV.Chapter 3 is to sort out the cultural themes of "Chinese face","I am Mr.","guoxue little famous man" and "hello,Mr.History",and make indepth interpretation from the aspects of program positioning,program mode,program host and guest.Chapter 4 is the study of four culture shows present form and way of marketing,from the present effect and form of innovation,the innovation of marketing mode of the,analyze the culture shows the development and research,through the survey data,such as ratings,market share ratio,aspects and so on each big website score,fully shows the effect caused by the shandong TV culture.Chapter 5 analyzes the main existing difficulties of cultural programs of shandong satellite TV through their innovative thinking in the development,and proposes some innovative development approaches in the future. |
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