Study On The Promotion Strategy Of Brand Of Music Television Talent Show On New Media "I’m Asinger"

Since the "super singing girl" broadcast in 2005, all kinds of music television talent show began to rise, followed the trend of a time, fulled of the screen. With the introduction of "the cutback on TV entertainment" and homogenization of the increasingly fierce between programs, music television talent show competition had been entered the white hot stage. The provincial satellite TV gradually realized that relying solely on improve the quality of the programs for the audience is not sufficient to ensure the program’s market position, but also realize the importance of brand for program’s development, and gradually put a lot of effort to show the brand promotion.With the popularity of mobile phones, the Internet and other new media, the media industry ushered in a new era of media convergence. Fusion media era is different from the traditional media era of radio and television. It has broader transmission channels, more three-dimensional marketing mode and the profit model is more diversified. It is made in this period, the promotion of the brand of music television talent show needs to pay the same attention to use new media and traditional media, and pay more attention to the use of new media to brand promotion of the program."I am a singer" as one of the most popular music talent show, its promotion of brand is successful. By cooperating with the portal website, TV website, weibo, WeChat, shout, and taking with event marketing, word-of-mouth marketing and emotional marketing strategy, the program stand out in a number of similar programs, won more audience. It is worth noting that, the program brand promotion of "I am a singer" by new media is successful, but there are still some problems, these problems will restrict the development of the program’s brand.This paper is based on both the product life cycle theory and the theory of integrated marketing communication, in combination with media convergence from the changes of the TV program brand promotion strategy under the background, from the two aspects of channel marketing and content marketing, analyzed the new media brand promotion strategy of "I am a singer" in detail. This paper has taken the first set to the third set of " I am a singer " as examples, analyzed the problems of promotion strategy of domestic music television talent show by new media, and put forward to some suggestions for the domestic music television talent show to how to promote program’s brand by new media.