Viewing the Blue Ocean of Entertainment Marketing from the Pan-Entertainment of Provincial Satellite TV

from ldquo; American Idol & rdquo; to & ldquo; Taiwan Super Idol & rdquo;, to & ldquo; borrowlism Innovation & rdquo; & ldquo; Super Girl & rdquo; is popular in China; we seem to have entered the era of national entertainment overnight, and our media and businesses seem to have discovered the gold mine of entertainment marketing overnight. Almost all provincial satellite TV stations are engaged in it with great fanfare & ldquo; Happy XXX”, & ldquo; Super XXX”, almost all choose the same one at the same time & ldquo; Super Girl, Fast Boy and Cool Girl & rdquo;; China's provincial satellite TV is running on the road to & ldquo; full entertainment & rdquo;. Growing Chinese enterprises also seem to have an insight into the business opportunities behind these entertainment programs: no matter what your program is; no matter how hard it is to find the relationship with the brand; as long as you are lively, I will name, sponsor, support & hellip;… media and enterprises blindly follow the trend leading to serious homogenization of programs, low ratings are not good for high brand investment, and shoddy programs are even more harmful to brand image. After entering the besieged city of entertainment, Chinese enterprises seem to have once again entered the Red Sea of marketing. There is only reference but no innovation? Only production, no creativity? Only lively, no word of mouth? Only marketing does not resonate? What is the future of entertainment marketing? Where is the blue ocean of entertainment marketing?

whether it is entertainment or marketing, without good creativity, everything is empty talk; if entertainment programs want to continuously improve their ratings, creativity is always the top priority; if enterprises want to benefit from entertainment marketing, they also need creative investment. Creativity is not about creating excitement and asking people to pay for it; creativity is really winning consumers' emotional attention and conforms to consumers' psychology of the times. How many media and enterprises can truly embody the core value of this entertainment marketing?

Hunan Satellite TV can be said to be a banner of the national entertainment tide, and many of its wonderful entertainment programs have changed the viewing concept of Chinese audiences. But the ldquo; Happy Girl & rdquo; program, the highlight of Hunan Satellite TV in 2009, is really lacklustre in terms of overall creativity, which surprised the industry. From auditions to finals, from contestants to judges, from inside to outside the court, there have been a lot of farce; in the minds of many viewers, the hyped champion Jiang Yingrong is just a joke. What makes the industry question most is that although ldquo; Happy Girl & rdquo; is rising one after another, it is also lively; but the tediousness in form and the exhaustion of innovation in content have metamorphosed the former grassroots entertainment center into a commercial stage piled up by various media judges and various business advertisements. Is it true that Hunan Satellite TV has really reached a tired period of creative aesthetics? Or is it the end of the tension? If we do not maintain continuous innovation in terms of content creativity as before, how can we ensure our high ratings and the long-term value of its partner brands?

in contrast, Zhejiang Satellite TV, another main force of national entertainment in the same period, is accompanied by its newly revised & ldquo; Chinese Blue & rdquo; theme image elements and psychological insight into different audience groups. The originally unpopular entertainment swordsman of Zhejiang Satellite TV & ldquo; I like to remember the lyrics & rdquo; & ldquo; I am the big judge & rdquo; & ldquo; love to sing will win & the integration of the three major entertainment programs rdquo; can be described as a sudden rise in 2009! Among them & ldquo; I love to remember the lyrics-Super lead singing Competition & rdquo; even took out ten leading singers, including Tianyue, Wang Tao, Ling Han, Si Qi, Haifeng, Zhang Jie, Yang Li, Zou Yan, Yuan Ye and Cheng Cheng, to perform national entertainment programs; it even made viewers feel that the program, which seemed to come out of the KTV atmosphere, was really gorgeous and didn't know how to end. Let the audience like the lead singing competition, thrilling competition, affectionate speech, all tightly grasped the nerves of the audience. People always do not want to change, but also like to look forward to; adventure and fresh game, always bring more expectations and surprises. Zhejiang Satellite TV grasped this mentality of the public, which made people watch the competition for lead singing one after another in 2009. Zhejiang Satellite TV let the audience know the lead singer again, at the same time, let the audience see different entertainment programs; brought a different happy experience. Then look at the cooperation between Zhejiang Satellite TV and enterprises, from Yili yoghurt, Yinlu peanut milk, to Sema clothing, Coca-Cola and other domestic and foreign brands; all are the exploration of media and enterprises thinking together to give full play to the best effect of entertainment marketing. For example, Senma chose Zhejiang Satellite TV's entertainment & ldquo; three Musketeers & rdquo;—“ I like to remember lyrics & rdquo;, & ldquo; I am the big judge & rdquo;, & ldquo; love to win & rdquo; and this year's rookie program & ldquo; Pepsi Group Voice & rdquo; provide them with full clothing sponsorship; it is precisely the fit between the content of these programs and the connotation of the brand itself. Zhejiang Satellite TV chose to cooperate with Samar, which represents the posture of the new generation, which also happens to reflect the youth strength of Zhejiang Satellite TV & ldquo; China Blue & rdquo;.

Viewers who often follow this column will find that the young people's spirit of pursuing dreams, showing themselves, daring to challenge and leading the trend shown in Zhejiang Weiwei programs coincides with the brand connotation of Samar clothing. Zhejiang Satellite TV's & ldquo; China Blue & rdquo; and Samar's & ldquo; Youth Green & rdquo; 's brand cooperation, a classic interpretation of the spirit of the times of China's young generation in the new era & ldquo; to be the most fashionable young hipster rather than vulgar culture, bravely show themselves only for the dream in the heart & rdquo This advocacy way which contains the spirit of the times and the resonance of entertainment shows the creative process of the whole entertainment program of Zhejiang Satellite TV. it is the standard innovation of entertainment marketing value based on seeking the resonance of the whole program content and the audience's psychological experience and the spirit of the times.

the era of national entertainment is not just an era of grassroots entertainment, nor is it just an era of laughter. Entertainment marketing that really adapts to the future trend is not only an extensive model that regards entertainment as a marketing hardware carrier, but also requires the high-speed relationship between entertainment spirit and brand spirit, as well as the deep resonance between brand value and audience experience. Behind every Hollywood entertainment legend is the emotional interaction with audiences of all tastes around the world in different periods and get to know each other; the above-mentioned brand cooperation between Zhejiang Satellite TV three Musketeers and Sema clothing only gives us a gratifying bit of inspiration; these are based on the satisfaction and sublimation of standard values in the constant resonance of creative thinking and consumer psychology! The blue ocean of entertainment marketing is not out of reach, which requires the media and enterprises to really pay attention to consumers' most practical lives and emotions from the bottom of their hearts; & ldquo; kung fu outside the poem & rdquo; this seems to be empty talk, in fact, it is the inevitable thinking of entertainment marketing moving towards the blue sea.