Research On Innovation Strategy Of Cultural TV Programs In The Age Of Media Convergence

Culture is the lifeblood of every country and nation.It represents the change and development of this country and nation.Compared with politics and economy,culture is more representative of the human spirit.As a big country with cultural heritage,China has a long history of culture and needs to be promoted and inherited,so the importance of cultural TV programs has also emerged.As one of the Chinese TV program markets,Chinese traditional culture TV programs have the uniqueness that other TV programs cannot replace,and they also bear the heavy responsibility of Chinese traditional culture to inherit the external propaganda.In the past few years,the “entertainment” of the Chinese TV program market has led to the downturn of Chinese traditional cultural TV programs,so innovation and development have become the only way for the rise of cultural TV programs.Even in the era of rapid development of media in various media,the authority and influence of television as the mainstream media is still beyond the reach of other media.This has led to the development of cultural TV programs as an important part of the Chinese TV market,which cannot be replaced by any form of programming,no matter how online media develops.Therefore,the innovation of cultural TV programs is necessary for its own development and survival.Indispensable.Fortunately,the cultural TV program creation team has recognized this problem,combined with the big environment of the media age and the development direction of the Chinese TV program market,and has innovated and reinvented the original cultural TV program,and regained its Position in the television programming market.This paper takes the CCTV cultural TV program under the media environment as the research object,analyzes the problems existing in the cultural TV programs and the causes of the problems,analyzes the innovative strategies of the innovative cultural TV programs,and finds out the path and trend of its development.The innovative development of cultural TV programs provides reference and reference.As the leader of the Chinese TV channel,CCTV has a more innovative spirit than other channels.At the same time,CCTV also adjusts the development direction of the program in time according to the national policy.This is an advantage that other channels do not have,so CCTV's innovative cultural TV programs are representative in the Chinese TV program market and are also pre-emptive.CCTV's innovative cultural TV programs such as "Chinese Poetry Conference","Lang Reader","Classic Celebrity" and "National Treasure" have become popular,not only because of the innovation of cultural TV programs themselves,but also because of multiple media interactions.Innovation in the way of convergence.However,this kind of innovation brings only staged success.In order to maintain the long-term survival of cultural TV programs,we must insist on diversified innovation based on the development trend of the audience and the market,while ensuring the high quality of the program content.In order to ensure the long-term prosperity of the program itself.