A Cross-Media Marketing Study On Taiwan Variety Show-The Case Study Of Ctitv Show「University」Cooperation With ''Xuite'' Held By Chunghwa Telecom Co., Ltd.

• Main Authors: Wang-han Chen, 王涵禛
• Other Authors: NONE
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/98925802393016941402

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 97 === Variety show is the mainstream program type of the domestic TV program in present age, in the early years, the content is comparatively simple, mostly were singing and comedy performance. With the raising of the Cable TV, in order to attract the audience, programs of various kinds are designed to weeded out the out-of-days and brought forth the new types constantly, such as imitating show, talk show, game/gambling show, audition show, intelligent search show, mysterious show and all others. The variety show is regarded children and teenagers as the target audience, production team is expending it’s energies designing the program trying to create the best result of amusement, and the trend of driving. Besides all the above, TV station must constantly launching marketing events and desirable inducement to push and stimulate audience in order to effectively increase TV rating, firming and strengthen the TV brand and eventually to reach the final goal in helping business purpose as well as gaining revenue. With the progress of new technology and the TV environmental changes are quite fast, all kinds of program marketing and promotion events of every TV station are developing as well, except carrying in their own TV channels, can also act as through other media, combining the strength of each party to consolidate the audience effectively. Starting 2005, the blog users have been rapidly increased; enterprises have found the huge business opportunity implicit behind the blog activities. The new-type marketing strategy that the traditional TV media cooperating with Internet service provider has been brought to alive. To compare with traditional TV media, the Internet users are relatively more initiative, which made TV media to take this circumstance as a serious, huge force. Accordingly, more and more TV media extended their consideration to the Internet world, by designing Internet marketing events to enhance the TV branding and to reach the Internet users, trying to combined the TV program to the Internet virtual world, hoping that eventually succeed in taking over Internet users and to trade for the business purpose. Regards to the new force, at the end of July 2007, CTITV’s new program “University” has stepping the cooperative strategy with Chinese telecom “Xuite” blog, hope to create the win-win synergy through the integration of both platforms. This research uses the project of “University” cooperating “Xuite” as the study case, to further analyzing the objective and effective result gained by various marketing strategy combination. Researcher has taken the role of the program “University” marketing executive to analyze how “CTITV”, “University” production team, and Chinese Telecom operate together the marketing and promotion tactics that has gained valuable profit of each party, hope to come up with a SWOT plan as the marketing reference or guidebook of future variety shows planning.