Research On The Network Variety Program "Are You Normal"?

The rapid development of internet video industry is intensifying the competition between video sites. So they have taken steps to speed up their arrangements of the self-made content, in order to achieve the profit maximization by the operation differentiation. Since 2014, the self-made content of internet has successfully seized the market. As we can see, though in the network the self-made program starts later than the self-made drama and movie, it gets an unstoppable development depending on the sites’ efforts at production and propaganda. At the same time, as a rising type the internet self-made program gets an easier access to development, compared with the television program which is under the watchful eye of the nation. Gradually varied from the participation of short video to the competition in long video, the large-scale self-made variety shows in network has formed Phenomenon Variety Show. The thesis focuses on the subject, content,artistic expression and marketing of self-made programs by analyzing the hit self-made program“Are you normal”.The first chapter is the introduction, which mainly combines the background of the current network self-made programs and research status, analysis of the network of self-made program significance and innovation, and what is "network-made programs" to define. The second chapter focuses on the birth of "normal" program and program orientation. Program is mainly based on the birth of Tencent video platform strategy; program positioning is mainly reflected in three aspects, namely, audience positioning, content positioning and program broadcast and broadcast time positioning. The third chapter mainly analyzes the content strategy of "Are you normal". This paper analyzes the content of the program in the context of "content is king", through thenetwork audience issues, program links, host and guest narrative and variety elements of the four aspects of program content planning. The fourth chapter mainly analyzes the artistic expression tactics of "Are you normal". As a variety show first have their own name and program core title, followed by the premise of ensuring the content also need choreography design, color design and post-editing to the program packaging. The fifth chapter analyzes the marketing strategy of "Are you normal". Before and after the completion of the program in the positive,with the need to achieve marketing operations. This paper mainly analyzes the marketing of the title advertisement and the program of implantation and non- implantation, including full- platform marketing,entertainment marketing and full- media publishing marketing, including in- site and new media.