Research On Multi-screen Communication Strategy

After years of development of science and technology in China,the entertainment and leisure methods of human beings are enriched.The research and development of multi-screen technology has brought many revolutionary changes to the TV drama industry,which has been clearly reflected in various aspects such as creative thinking mode,production and shooting mode,and commercial profit mode.Multi-screen communication is an irreversible form of TV series communication,and there have been many successful cases based on multi-screen communication.Whether it can actively cater to and adapt to the multi-screen era's multiple challenges has become an important factor affecting TV series viewing and commercial profits.From the perspective of communication,the form of communication in the TV drama industry has changed from single-screen communication to multi-screen communication.The multi-screen era promotes information consumption to reach 3.0,brand competition,the reconstruction of network and TV relations,the regulation of policies and the prevalence of network dramas,which have also become a turning point for the development of the TV drama industry.It has become a key breakthrough to explore how to apply multi-screen in the field of TV media communication.In order to discuss the communication strategies of TV dramas intensively and deeply,this paper selects interactive ritual theory and media field as theoretical basis,takes some TV dramas from 2019 to 2020 as cases,and analyzes the multi-screen communication strategies of TV dramas from the perspectives of production,audience and channel.In the discussion of the multi-screen communication strategy of TV series based on the perspective of the distributor,it focuses on the analysis of three aspects: the transformation of creation concept,catering to the fragmented communication of content,and taking high-quality content as the basis.Based on the detailed analysis of audiences' behavior in the audience-based multi-screen communication strategy of TV series by combining the interactive ritual chain theory,the multi-screen communication strategy of TV series is excavated from the two aspects of "active audience" and emotional interaction in the interaction between fans and the mass.In the discussion on the multi-screen communication strategy of TV series from the perspective of media,this paper analyzes the communication strategy of TV series adapted from literary works in three aspects: integrating "double fans" cross-platform communication,using "one cloud and multi-screen" technology to carry out publicity,and building up popularity through the agenda-setting function of mass media.Finally,on the basis of the multi-screen communication of TV series from the three aspects of distributor,audience and channel,combined with the internal and external causes of the development of the current TV series industry,some problems existing in practice,including the decline of the status of large TV screen;Homogenization of communication content;In the absence of a unified evaluation system for the effect of fusion screen communication and overall communication strategy planning,it is proposed to use 5G network to regain the status of large screen and create "living room culture".TV stations and online video websites build a "community relationship",jointly integrate multi-screen media platforms,take the audience as the common target audience,and jointly spread and promote;Referring to the production mode of excellent programs such as variety shows,we should actively innovate the program mode and effectively improve the multi-screen communication effect of TV dramas by winning back the audience.