Analysis Of Innovative Communication Strategies Of Traditional Culture In TV Variety Show

In the era of rapid development of technology and information,new media technology has played a crucial role in inheriting and promoting traditional culture.As the country has strengthened the protection of traditional culture in recent years,CCTV and provincial satellite TV stations have launched a series of variety show with excellent traditional culture as the core.The inheritance and development of China’s traditional culture can better meet the requirements of modern society,so that its cultural connotation and traditional values can be better inherited and developed in modern society.These programs,while rapidly developing,have also brought a large amount of homogenized content,which not only causes aesthetic fatigue for the audience,but also lowers their expectations for the programs.Henan Satellite TV has creatively presented traditional culture through its "Chinese Festival" series of programs,and has successfully established the identity of the audience with modern expressions,created a new realm of artistic aesthetics,and shaped the image of the media brand.These programs provide useful references for the dissemination of Chinese culture and the innovation of TV variety show.This article selects the "Chinese Festivals" series of programs from Henan TV as the research object,and uses literature research and case study methods to deeply analyze and explore these programs.Through detailed research,we can better understand the production process,presentation methods,communication channels and subsequent brand industrialization of these programs,further explore the reasons and characteristics of their success,and provide useful guidance and experience for the production and promotion of subsequent traditional cultural TV variety show.Through in-depth analysis and research on the innovative path of Henan Satellite TV’s "Chinese Festivals" series,this paper attempts to answer the question why Henan Satellite TV can stand out from many traditional cultural TV variety show and attract a large number of viewers.On the basis of defining the core concept,this paper systematically discusses the innovative path of Henan Satellite TV’s "Chinese Festivals" series in traditional cultural communication from the perspectives of symbolic construction,scene construction,multi-channel communication and market promotion,and puts forward the development countermeasures and suggestions for the innovative expression of traditional culture in TV variety show.