The Innovation Research Of Tencent Video Self-made Variety Show

With the vigorous development of the mobile Internet,online variety shows have ushered in the explosive growth of content self-production,how to innovate has become the key to maintaining market competitiveness.Tencent Video has created its own variety shows since 2012.With its strong financial strength and years of operating experience,it has achieved good development.In the past 10 years,there are many factors that drive Tencent Video to innovate its self-made variety shows,mainly due to the enrichment of audience needs,t he constraints of the policy environment and the goal of realizing social value.Affected by different driving forces from macro and micro,it gradually realized the necessity of self-made variety show innovation.Tencent Video has developed from a portal website that produces TV variety show accessories to a mainstream variety show video platform that can independently create social media and attract huge traffic.Tencent Video is actively building a sustainable self-produced variety show content ecology.This research conducts case studies through several innovative programs of Tencent Video,and conducts innovative analysis on the specific program types and contents,as well as the production and broadcasting forms and artist-made stars.Explore the key issues that exist.The innovation road of Tencent Video’s self-produced variety shows has not been smooth sailing.There are still many inherent problems in program innovation,and there is still a lot of room for improvement in terms of production level,c ontent quality,and economic benefits.The positioning of Tencent Video’s self-produced variety shows combined with the characteristics of the Internet cannot blindly follow the model of traditional TV variety shows.From these three dimensions,the conten t innovation of self-made variety shows can promote the development process of brand strategy;the innovation of the production subject has positive significance for improving the stickiness of the audience,occupying a larger market,and improving commercial value;innovation based on the audience’s perspective,which not only satisfies the entertainment of the audience,but also exerts the positive influence of the social public opinion guidance and social value of its self-made variety shows.