Under The New Media Context,"Entertainment Pioneer"Breakthrough And Innovation Research

Based on the historical review on Chinese mainland, this thesis take the Hunan TV’s entertainment channel "entertainment pioneer" for the study, which including the concept of this type’s program, characteristics, limitations and analysis of television infotainment’s development under the status quo and survival crisis in the context of new media, to explore the Chinese mainland infotainment self breakthroughs and solutions.As analysis’s result,"entertainment pioneer" gets some success in the ratings by the team, program content, platform resources, re-integration of brand value creation program, but not get the corresponding gains in the economy. Thus, in a highly competitive market environment, marketing tools for the development of infotainment programs is essential.