Research On The Promotion Strategy Of TV Feature Films In The Context Of New Media

As a form of television art,TV feature films,with their unique historical,social,cultural and news value,have played a huge role in the founding of the People’s Republic of China and are an important force to promote the development and dissemination of Chinese cultural undertakings.In recent years,the rapid development of new media has had a great impact on traditional TV media.Based on the improvement of network infrastructure,the development of network communication technology and the popularization of mobile communication terminals,new media such as computer,mobile phone and IPTV have emerged as a new force.In the process of transmission,they present such characteristics as birth activation,interaction openness,multimedia fusion and niche personalization.There are many advantages of new media in communication.For example,the subjectivity of the audience is more prominent,the content of communication becomes more abundant,the communication process shows interactivity,openness and immediacy,and the communication behavior is ready,convenient and permeable.The new media attracts the audience of the previous TV media to the new media platform and reunites them.It also diverts the advertising resources of the TV media,bringing huge impact to the program transmission of the traditional TV media.Challenges and opportunities coexist.The rapid development of new media brings not only industrial impact,but also changes in lifestyle and way of thinking.Faced with the deep impact of new media industry on traditional media operation,more and more traditional media seek industrial upgrading,and their program production and operation mechanism are actively integrated with the Internet.TV feature film,such as National Treasure and A Bite of China,have innovated promotion strategies.In terms of creation concept,they innovate program form and arrangement form according to the characteristics of new media platform.In the creative practice,they construct a three-dimensional organizational structure and diversified communication platform through the combination of new and old media.In the creation of the extension effect,they strive to seek the title of the program,advertising,books,audio and video value-added effect,so as to achieve the effect of integrated marketing.a blowout explosion,which has also led to more excellent television features appear blowout explosion.Taking National Treasure and A Bite of China as examples,this paper analyzes the communication strategies of TV feature films in the context of new media,clarifies the creative power source of TV feature films in the context of new media,and then thinks about the innovative development of TV feature films under the premise of media convergence,rapid development of we media and continuous progress of media technology.