《中国新声代》节目制作与市场运作研究

发布时间：2018-04-22 10:39

本文选题：儿童选秀节目 + 《中国新声代》　；参考：《湖南大学》2015年硕士论文

【摘要】：自2005年《超级女声》以来,成人类选秀节目开展得如火如茶,选秀市场基本饱和,给人们带来了审美疲劳。各大卫视纷纷将注意力投向在儿童选秀节目,相对于成人选秀节目,儿童选秀节目的领域无疑是一片蓝海。金鹰卡通作为一个中国第一个获准通过卫星传送的卡通频道,凭借丰富的大型节目制作经验推出了《中国新声代》大型儿童歌唱类节目,孩子们用童声唱响不一样的流行经典。节目一经推出便受到社会各界的关注,收视率、好评率迅速超越以往选秀节目。《中国新声代》一度成为中国少儿选秀节目的典范及行业解读的对象。首先,《中国新声代》的内容设置特色突出。该节目的成功在于节目向儿童传递了音乐正能量。即改变“灌输教导式”教育面孔,以儿童为本位,深入儿童成长环境,与儿童零距离沟通,独创了家访式教学法。节目鼓励原创,开发儿童创作潜能,弘扬真善美。其次,《中国新声代》具有独创性的表现形式。该节目的赛制在借鉴中不断完善,并有高科技为节目保驾护航。在后期制作中,节目将不同视听要素组合,加强了感情冲击力,提升了综艺效果。再次,《中国新声代》发挥了多重效应的营销与传播策略,准确把握了受众差异性对节目的影响,指出了《中国新声代》重视选择性与多元性的广告营销方式,在361°童装与《中国新声代》合作案例的多角度分析中可以充分看出与广告主的成功合作。节目利用传统媒体进行持续有效的传播,利用新媒体进行立体多样化传播,利用事件营销传播达到广告效果,利用品牌延伸宣传保持了节目品牌关注度。此外,《中国新声代》的成功为其他少儿节目提供了一些有意的启示：必须重视优质内容的生产,不断地推陈出新才能保持生命力；充分运用传统媒体与新媒体传播手段,才能最大范围覆盖目标受众；只有具备足够的市场意识和竞争意识才不会被市场淘汰。
[Abstract]:Since 2005, the adult draft program has been carried out as hot as tea, and the market is basically saturated, which has brought people aesthetic fatigue. Major TV stations have turned their attention to children's draft shows, which are no doubt a blue sea compared to adult talent shows. Golden Eagle Cartoon, the first cartoon channel in China to be allowed to be transmitted via satellite, has launched the "China New Voice Generation" large-scale children's singing programs with rich experience in the production of large programs. Children sing different pop classics with children's vocals. As soon as the program is launched, it has attracted attention from all walks of life. The ratings and acclaim rates of the program are rapidly surpassing those of the previous draft programs. "China's New Voice Generation" has once become the model of Chinese children's talent shows and the object of industry interpretation. First of all, the content of the Chinese New Sound Generation features prominent. The success of the program is that it conveys positive music to children. That is, changing the educational face of "inculcating and teaching", taking children as the standard, penetrating into the children's growing environment, communicating with children from zero distance, creating the home-visit teaching method. Programs encourage originality, develop children's creative potential, and promote truth, goodness and beauty. Secondly, the Chinese New Sound Generation has its original form of expression. The competition system of the program in the reference to continue to improve, and high-tech escort for the program. In post-production, the program combines different audiovisual elements to enhance the emotional impact and improve the variety effect. Thirdly, the "Chinese New Sound Generation" has played a multi-effect marketing and communication strategy, accurately grasped the influence of audience differences on the program, and pointed out that "China New Sound Generation" attaches importance to the selective and pluralistic advertising marketing methods. The successful cooperation with advertisers can be fully seen from the analysis of 361 掳children's wear and Xinsheng Dai in China. The program uses traditional media for continuous and effective communication, uses new media for three-dimensional diversification, uses event marketing to achieve advertising effect, and uses brand extension propaganda to maintain the attention of the program brand. In addition, the success of the "New Sound Generation in China" has provided some meaningful enlightenment for other children's programs: we must attach importance to the production of high-quality content, constantly introduce the old and new in order to maintain vitality; and make full use of traditional media and new media means of communication. Only if we have enough market awareness and competition consciousness can we not be eliminated by the market.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

【参考文献】