| Central Plains culture is the core of Chinese civilization and one of the important contents of Chinese culture.And mass media in the dissemination of mainstream culture occupy a unique channel and resource advantage.Since the Henan TV Spring Festival Gala Night Banquet in Palace of Tang dynasty goes viral in 2021,it has creatively planned the “Wonderful Tour” series of gala programs during the Lantern Festival,Qingming Festival and other traditional festivals with the help of local cultural resources.It has become a phenomenon-level communication event,which has achieved a win-win situation for the audience’s good reputation and the development of the satellite TV brand.The creative production and dissemination of Chinese festival series is not only a great breakthrough in the form of traditional evening party programs,but also an innovative audio-visual expression of the distinctive Central Plains culture.In recent years,provincial satellite TVs have played an important role in disseminating excellent culture based on the law of cultural communication,relying on the policy background and satellite TV’s own resource channels.The popularity of Henan TV’s Chinese festival series also shows that the program innovation model it embodies and its strategies in cultural communication are worthy of in-depth study,which can provide experience and reference for other local satellite TV in spreading regional characteristic culture and enhancing brand influence.This thesis focus on the ways and means of Henan Satellite TV’s Chinese Festival series to show the cultural connotation of the Central Plains and realize innovative communication.In this thesis,the show volume and audience feedback of traditional cultural festival programs such as Dragon Boat Festival’s Wonderful Tour and The Mid-Autumn Festival Wonderful Tour since the Spring Festival Gala of Henan TV in2021 are taken as data and argument support.Through case analysis of representative programs such as Night Banquet in Palace of Tang dynasty,The Godless of Luo River and so on.This paper summarizes Henan TV’s innovative strategies for disseminating Central Plains culture in terms of program contents,methods and channels.At the same time,this article adopts literature research,text analysis and other methods,combined with communication and semiotics theories to comprehensively explore the development history of Henan Satellite TV’s past cultural programs and the program innovation practice after the 2020 revision,and summarize the past shortcomings of culture communication and the unique advantages of producing programs after the implementation of the system reform.Research shows that the communication innovation of Henan Satellite TV’s Chinese Festival series has received continuous attention and in-depth discussion from the industry and academia.Through literature analysis,it is found that the program is distinguished from general cultural programs in terms of highlighting regional cultural symbols,reforming the media system,and using technology for empowerment.Through text analysis,it is found that the series of programs take Central Plains architectural relics,historical relics and characters as the main texts,from which representative Central Plains cultural symbols are extracted,thus creating a number of Central Plains cultural brands such as Henan Henan Opera,martial arts and Tang Palace Little Sisters IP.This also sets an example for showing regional cultural charm and enhancing the influence of satellite TV stations.The study found that there are still deficiencies in the series of programs in improving TV ratings and monetizing content marketing.It is recommended to improve brand marketing management and enhance user stickiness. |
