Research On The Fusion And Communication Of Original Cultural Programs

Since 2013,a large number of original cultural programs that inherit and carry forward the excellent traditional Chinese culture and enhance the cultural confidence and identity of Chinese people have continuously brought a wave of rating to the TV screen.The type of original cultural programs has led the radio and television industry onto the path of content production with clean and righteous environment.After six years of development,the number of original cultural programmers has been increasing.It is worth reflecting that there are a large number of original cultural programs emerging,but the proportion of programs that can produce extensive and far-reaching communication influence is not high.In 2014,media convergence was elevated to the national strategic level in China.As the main product of mainstream traditional media in the development process of media convergence era,original cultural programs reflect the current situation of content production and operation in the integrated communication of mainstream traditional media.The in-depth study on the integrated communication level of this type of program can summarize the concrete policy of integrated communication of mainstream traditional media,and induce general rules of creating lasting and effective communication power of original cultural programs,so as to facilitate the further development of original cultural programs in China.This paper takes original cultural programs as the research object,and analysis them from five aspects,including the main body,content,media,audience and effect,under the background of media convergence.With the combination of questionnaire and on-the-spot visiting survey content,the thesis will analysis audience features of original cultural programs,transmission channel and interactive way based on the data in attempt to make every effort to sum up universal rules of original cultural programmers in the field of fusion communication.This is how the overall audience picture of original cultural programs can be made in order to put forward constructive strategies in the content innovation,channel excavation and audience interactive media for original Chinese culture programsThis paper consists of six chapters.The first chapter is the introduction,which mainly discusses the research background,research methods and innovation of the original cultural programs.Chapter two is the main part of the integrated communication of original cultural programs;The third chapter is the analysis of the communication content of original cultural programs.The fourth chapter focuses on the diversified analysis and summary of the integrated communication channels of the original cultural programs.The fifth chapter focuses on the analysis of the behavior of audience in the integrated communication of original cultural programs.By combing the questionnaire survey data and monitoring results of authoritative information consulting companies,the overall audience portrait of the original cultural programs is obtained.In chapter 6,the effect of integrated communication of original cultural programs is summarized from three aspects.Chapter seven puts forward suggestions for the development of original cultural programs.The research found that nowadays the competition of original cultural programs has entered a white-hot stage.Some vulnerable satellite TV stations have realized the curve overtaking by virtue of the original cultural programs launched by means of integrated communication,and the original cultural programs produced by central characters have become influential for many cultural program brands.Broadcasting systems at all levels have been exploring how to create our flagship cultural programs.However,the market for original cultural programs has been fiercely competitive.Some of original cultural programs of strong satellite TV stations have not even been widely spread in the province.In the future development,the traditional mainstream media at all levels need to put fusion spread into each link of production and operation of original cultural programs by means of program form innovation,breaking shows homogeneous competition and fusion multi-power.Meanwhile,it is accessible to actively implement the three-dimensional transmission subject,produce precise and high-quality content,diversify marketing channels to create original cultural products industry chain,take the path of brand production and finally realize the internationalization of Chinese original cultural transmission.