On The Marketing Transforation Of Chinese TV Documentary

This paper was in the core of the marketization process about China’sdocumentary. This paper put forward two core concept-"the new platform" and “thenew documentary”.The former was the driving force for the marketization of Chinesedocumentary, and the later was the representation form. This paper analysed thecharacterization of “the new documentary”from creative ideas and creative practice.This paper analysed motivation mechanism of the marketization, from the wholeindustry chain process including audience analysis, finance, production, and thebroadcast to sale.The first part in the article introduced the significance of the selected topic, theresearch content, research review, research ideas, content framework and innovationpoints and research methods.The second part introduced the context about the marketization of Chinesedocumentary, from the stage of development of Chinese TV documentary, Outlinedtwo transformation and the birth of the two“new documentary”, puts forward thedefinition, the core traits-marketization, generating background-the new platform andthe new media, about“new documentary”.The third part expounded the characterization of marketization of China’sdocumentary, from the two angles of creation concept and practice, in the mean of thetext analysis. This part expounded creative practice of the marketization of “newdocumentary” from the following aspects, the narrative strategy with story, compactnarrative rhythm and diversification of audio-visual language. This part expoundedcreative concept of the marketization of “new documentary” through the fivedialectical relationships, between grand theme and microscopic narrative, homely anddefamiliarization, fiction and nonfiction, nationalization and internationalization,mainstream and popularization. The analysis was core of the marketization of “newdocumentary”.The fourth expounded the marketed mechanism of the “new documentary”,fromthe industry chain of the documentary promoted by "the new platform" and marketedpower with Chinese characteristics of documentary. The author expounded themechanism about marketed dynamic promoted by "the new platform",from theaudience demand and market analysis, market financing channels, and multiple production mechanism, channels and columns, project management, operatingmechanism of sowing separation, marketing, cooperation information platform,government-led, business promotion, audience’s cultural demand.