| Variety show has gradually penetrated into our life since its debut in mainland of China in1958. After sixty years, Chinese variety shows have developed two features:on one hand, they include various contents, have long broadcasting time and cover large areas with high audience rate and great influence; on the other hand, these shows lack innovative quality and independent consciousness. Blind trend-following also puzzles the workers in this area during their creation. So a question that how to find a breakthrough in innovation dilemma has been posed to producers of variety show in Mainland China.To solve this problem, this thesis will sum up the internal and external factors that restrain the innovation of variety shows of Mainland China, and seek for practical resolution of this dilemma in omnimedia ecology and cyber environment, with the help of Schumpeter’s Innovation Theory, System Theory of the Reilly couple, Mcluhan’s Media Extension Theory, Maslow’s Hierarchy of Needs Theory, Philip Kotler’s STP Theory and Competitive Strategy of Michael E. Porter.In the first place, this article will study the real background of this problem, define its research object and research content, absorb the essence of former researches and seek for the blank area between theory and practice through defining three core concepts:"variety show","programmatic innovation" and "producers’perspective" as the basis of entire research. In the second place, this thesis will analyze the development history of Chinese variety show and summarize the four phases, seeking for the hidden historic inevitability. In the third place, this thesis will analyze the current situation and dilemma of variety shows in Mainland China so as to summarize the specific manifestation of innovation dilemma in productive idea, method and content as well as interaction mode with audience.In the following part, the author will analyze the factors restraining the innovation by studying the phenomena. This thesis will use the "System Theory" of the Reilly couple and a lot of first-hand information from participatory observation and intensive interview, and combine practice and theory from the perspective of producers to summarize the three external restraining factors of productive environment, market environment and legislative environment as well as the three internal factors of outdated concepts, insufficient talents and backward technology.Then the author will study the specific strategies to solve this innovation dilemma. After finding out the practical restraining factors, this thesis will provide a remedy to this problem. The author will look into the four following aspects.First, optimize external environment. Through "commission and enterprise reforming" in productive organizations, improvement of market system and perfection of intellectual property rights, create a good environment and provide solid systematic and foundation and legal protection for innovation.Second, change the productive ideas. Starting from changing the ideas of content producers, complete the ultimate transformation from "content-oriented" into "audience-centered" and then "customer-centered" as well as the transformation in "concept design" and "production". In the process of production, combine with Philip Kotler’s STP Theory and "Competitive Strategy" of Michael E. Porter and create differentiation strategy and focus strategy so as to fulfill the ultimate innovation; while in the process of "concept design", combine with the theory of uses and gratification in mass communication and Maslow’s Hierarchy of Needs and guide the three main kinds of variety show-theatrical performance, talk show and reality show.Third, foster creative talents. This thesis will analyze the needs for competence of both talents on stage and behind the curtain with the aim of looking for ways to cultivate talented producers who can satisfy the growing needs of audience. It needs the cooperation of education, transformation of culture and value and social environment where innovation is respected behaviorally, motivated economically, and advocated in terms of values.Last, blend into technological era. This chapter will start from Mcluhan’s Media Extension Theory and propose the new idea of "full extension" based on the development of modern technology. The coming era will be a new time when all human senses, such as sight, hearing, smell, taste and touch, and central consciousness extend and get away from physical body. This new idea will develop and extend Mcluhan’s Media Extension Theory, giving this theory from the last century a new meaning. Besides, this thesis points out the possibility that variety shows can be transformed from "public carnival" to "private custom" with the background of "media convergence","we-media" and "big data". And it also visualizes a new picture for future variety shows and their possible existing forms. Producers must make good preparations for new challenges before this era comes. |
