Domestic Film On CCTV6 Communication Strategy Research

CCTV6 is the only state-level professional movie channels in our country at present. Since CCTV6 officially launched in 1996, the domestic film has always occupied the subject status of professional channel transmission. Making full use of the domestic film resources, not only expanded the field of the spread of the domestic industry and transmission range, CCTV6 itself development prospect and enhance its brand value. Under such background, this thesis attempts to generalize CCTV6 movie channel domestic film combing and analyzing the situation of the spread, strive to explore the CCTV6 movie channel in the process of spreading domestic film reflects the general characteristics and rules.Belonging to The State Administration of Radio and television of China, the spread of CCTV6 activities with strong policy guidance, carrying forward the important responsibility of domestic film culture. In order to achieve the domestic film spreading effect, CCTV6 gradually formed three transmission concepts:provide convenient channels of domestic film to watch, to create domestic position on the promotion of film culture, to build domestic propaganda promotion platform. Under the guidance of the concept, CCTV6 has taken important communication strategy in domestic film arrangement and column setting. In terms of the domestic film arrangement,CCTV6 adopted the perspective of the people and the county will arrangement strategy, mainly divided into cyclical choreography and theme settings. Producing synergistic effect of conventional layout and special arrangement not only meet the needs of the viewing audience, the real interpretation of the meaning of "turn on the TV watching a movie", also set up a good platform for the mainstream value. In terms of the column settings, CCTV6 adopted balanced information and professional setting strategy, depending on the column form. CCTV6 spread domestic film column consists of information class columns and film appreciation class from two types. Respectively through cover film dynamic and analysis aesthetic of the film, extend and expand the breadth and depth of the domestic film transmission. CCTV6 spreading in the internationalization of the domestic areas still exist some deficiencies, the domestic movies on CCTV6 spread the international perspective expression was discussed in this paper.