Documentary Marketing Is King

Documentary is one of the chief components of TV broadcasting industry. In the past few decades, the insiders had been paid more and closer attention to the procedure of production and broadcasting impact of documentary products. The production capability of documentary also become one of the main criteria to judge the position of a media company. Toady, a general trend is that the mass media is gradually changing into the target and focus media and the subjects of marketing value of documentary is becoming the one of the most important focus in the TV industry. More and more studies and researches are concentrated on the content innovation to accommodate to the documentary markets.Having the experience of TV content distribution both domestic and abroad, my study links theory with practice to demonstrate the essentiality of the construction of the marketing platform for documentary in China .Starting with the analysis of the advantage and disadvantage of the current construction of marketing platform for documentary industry, I found the still problems that exist in this field. In the second part of my study , tabled proposals for solving the current problems according to the analysis are raised ,which include doing more detailed advanced marketing research , discovering the segment market, enhancing the sales capability and adopting the method of Business Process Reengineering. The new concept and innovation of marketing platform for documentary market will not only promote the impact of documentary as TV product , increase the sales revenue by licensing documentary content to all kinds of media platform, but also has significant meanings of guiding and leading the documentary industry to struggle out of its dilemma.