Study On The Communication Innovation Of Cultural TV Program "National Treasure"

In recent years,cultural TV programs have been boldly innovated,creating a “variety + culture” communication style and becoming a phenomenal program.In December 2017,"National Treasure" first explored the field of cultural and literary programs in the form of variety,further enhanced the height of cultural TV programs,and achieved a win-win situation between ratings and word of mouth.Its innovative model deserves our in-depth study and discussion.Summarize its successful experience to guide the development of cultural TV programs in China.The dissemination and innovation of "National Treasures" is due to changes in the times.It not only has a benign interaction between policy support and market development,but also has a two-way fit between mainstream value and audience demand,and also includes effective cooperation between technological innovation and quality content.The reason why the program was well received by the parties was because it carried out bold innovations in the concept of communication,the content of communication,the form of communication and the channels of communication.In terms of the concept of communication,"National Treasures" takes the "Let the cultural relics live" as the core concept,and establishes a "personal" connection through the establishment of "ancient and modern" connections,and allows the audience to create new cultural relics by taking into account the professional and interesting interpretation.Cognition.In the content of communication,it analyzes the humanities of cultural relics with culture as the core.It breaks through the previous themes of similar programs to present the commodity value of cultural relics market,and instead constructs the content of the program with cultural nationalism.The theme of the theme,from a cultural perspective to analyze the humanistic value of national treasures,the construction of a multi-cultural cultural values.In the form of communication,the multi-form expression under the variety package is adopted.Through the young stage design,the combination of “Singapore” guest lineup,storytelling narrative method and innovative record method brings a new visual feast to the audience.In the communication channel,"National Treasure" has created a three-dimensional and multi-dimensional communication matrix: use WeChat small program to broaden the scope of TV media communication,launch UGC content collection activities to promote Internet word-of-mouth communication,and plan offline theme activities to enhance program influence.The empirical investigation shows that the “National Treasure” communication innovation has achieved the result of both win-win and word-of-mouth.Through the literature review method,the program gained high attention,high topic discussion and promoted the "peripheral" popularity of the program.Through the questionnaire survey method and the deep interview method,it is found that the audience has a high degree of cognition of the National Treasure,high evaluation,and is affected by the program in action.The dissemination and innovation of "National Treasures" brings important practical enlightenment to the creation of cultural programs and the inheritance of traditional culture.However,the study found that there are still some shortcomings in the dissemination of "National Treasures",such as: the interpretation of the historical background of cultural relics is slightly shallow,the spread of cross-screen integration is not enough,the audience's participation is not strong,and the problem star leads to the attention of the audience..In response to these shortcomings,it is recommended to: deepen the interpretation,enrich the cultural connotation;create a more comprehensive cross-screen communication method;innovate the interactive mechanism to enhance the audience's sense of participation;select the highly reliable star guardian and other aspects to optimize,in order to build A more complete cultural program spread style.