| Since the network home-made variety show appeared,the variety show market,network home-made variety show to TV variety show to bring unprecedented impact and influence,with the diversification of the audience’s needs and the opening of the policy environment,Tencent video home-made variety art gradually occupied the high ground of the network variety art market.But in the past two years,with the introduction of short video platforms such as Douyin,Kuaishou and B station into the long video track,the competition among major video platforms for home-made variety show has become increasingly fierce.How to seize the industry’s commanding heights in the new competitive environment,and win the biggest market share,promote and expand the brand influence of "made in Tencent",is the development of Tencent video home-made variety has been exploring and moving forward.Tencent video home-made variety since its development has always insisted on "content is king",in the premise of ensuring high-quality content,in the size and size of the still outstanding strength,its content operation strategy is worth exploring.Based on the development status of Tencent video home-made variety show,this paper summarizes the development stages of Tencent video home-made variety show,and analyzes the development causes of Tencent video home-made variety show.On this basis,the content production of Tencent video home-made variety show is analyzed.Over the years,Tencent home-made variety show has gathered many production bodies,the mode of production continues to produce high quality content through the creation of original IP,the creation of derivative programming and the purchase of copyrights;in terms of the positioning of content production,it presents the characteristics of sociality,interaction and life,as well as the self-made variety theme,technology and mode to achieve the production of innovation.Based on text analysis,case analysis and other methods,this paper makes a detailed interpretation of Tencent Video’s representative home-made variety show,and makes a deep study of its channel operation and advertising brand marketing model,it found that it mainly focuses on short video and social media platforms as well as the promotion of OTT end in its channels,and advertising brands are gradually becoming content-oriented in their marketing methods,from "embedding" to "integrating" in their content marketing,in the end,the article analyzes some problems in the operation of selfmade video variety content of Tencent and gives some optimization suggestions. |
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