Network TV Series Advertising Model Research

In recent years, all kinds of policies and regulations on TV frequently released, all kinds of "limit entertainment instructions""limit broadcast instructions""limit advertising instructions" has been known for the people. Among them, is for the most times the "limit advertising instructions" on TV series, from limit opening before and after the movie broadcast advertising to ban advertisements among episode TV series, to "sting" television’s "heart", TV series as one of the main revenue source of television, instead of repeatedly by the national policy restrictions, caused a huge loss to television, even lowered the advertiser’s investment enthusiasm. At this time, another TV play platform——Video web site, Rapid rise, become the another TV advertising platform.This article through the questionnaire identifying markers, personal interviews, case studies, the methods of comparative study, analysis and study the influence of media characteristic and audience’s attitude, Video site on the TV advertising model application deficiencies and defects, combined with the foreign experience in the same industry, find out the current network video on TV resources new advertising model.The first chapter through the macro discussion of current video website as well as the importance of network television in the network video resources, and through the provision of selected topic case basis and domestic and foreign related research about Internet television and advertising, fully affirmed the higher value of network TV series’s advertising platform, finally introduced the paper’s main research contents and methods for the development of the below.The second chapter from the broadcast platform, regulations and audience research three aspects show the spread of network television. Through combing found that TV series has many broadcast platform on the Internet, which is given priority to video website, at present the country’s policies and regulations, for network TV series is a great development opportunity, and users on the network have higher accept degree about TV series advertising.The third chapter on network television advertising mode has carried on the analysis, and add case analysis. In case study, through to the network linkage pattern evolution and well-known video site in China compared with foreign video website in marketing, instance for the below questions.The fourth chapter after detailed and systematic analysis mentioned above, combined with own research data, found video website in the application of TV series advertising, there are four weaknesses, and to solve the above problem in the fifth chapter provides a detailed AD model innovation.Epilogue summarizes the whole paper, and the development of the network video industry in the future are simply described, under the three network combined network video industry will be face the important challenge in the future, Video website must be insist on innovation, adhere to the service for users for the way of development.