TV format localization, marketing innovation, and Chinese music talent show: The case study of The Voice of China

• Main Authors: Pei-Jung Chou, 周佩蓉
• Other Authors: Shih-Hung Lo
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/68889500102213047594

碩士 === 國立中正大學 === 電訊傳播研究所 === 103 === As a lot of Chinese entertainment TV shows have been imported to Taiwan in recent years, The Voice of China not only gained a ratings success, but also caused a seemingly inevitable ratings decline for programs locally produced in Taiwan. The rise of Chinese entertainment TV shows has been affecting the local television industry to some extent, thus the development of Chinese entertainment TV shows itself should be taken more seriously. This research therefore takes the case of The Voice of China and focuses on the localization and marketing strategies of the imported television program format from abroad, hoping to offer some insights for the local television industry in Taiwan. To understand how The Voice of China has thus far made a success, this study explores both the television programme format and its business model. This study not only conducts a textual analysis to explore the localization strategies of The Voice of China but also tries to clarify its marketing innovation strategies by means of a further analysis which is based on the SCP model. The findings of this research indicate that the TV format localization strategies of The Voice of China are as what follows: namely, "Chinese style narrative text: emotion-oriented", "convey positive energy," "true lies: sensational story packaging", "coach into teacher, create teacher style", "fusion of Chinese and Taiwanese elements, adding popular current affairs to arouse topics ", "convert program rhythm ", " the change of competition rules". Concerned with business marketing and innovation, the business model of The Voice of China can be divided into three parts: "product strategy", "advertising strategy" and "cross-media integration strategy". On the whole, The Voice of China has taken advantage of its capital and production resources to build and enhance channel branding, program industry chain, and continuing economic efficiency. Also, it has facilitated multimedia and diversified integrated marketing to achieve a three-way win business model for the television production teams, television station and online video platforms.