Audiovisual Communication | Emotional Service TV Program Circle Construction and Circle Operation

Author: Qingdao Radio and Television Wang Yonghui

Source: "All Media Exploration" June 2022 issue

Abstract: Emotional service TV programs, especially mediation and marriage programs, are important programs that have been active on the screen in recent years. However, due to the impact of the wave of new media, many emotional service programs are facing the dilemma of incompetent. The construction of the circle and the operation circle layer, through online and offline programs, products, activities and services, fully link the vertical circle, industry, and fields to stimulate influence, collaboration, and cohesion, and then realize media value. Service programs regain the important path of glory.

Keywords: TV media; emotional service programs; transformation and development; circle construction; circle operation

Emotion is an eternal topic of human beings. Emotional service TV shows are a type of program that appears to meet people's emotional needs, help people solve practical problems, and allow them to get their inner peace and family happiness. Emotional service TV programs, especially mediation, wedding and love programs, with the characteristics of the topic of close life, unique program expression forms, and fascinating storylines, etc., which meets the audience in the fast -paced and high pressure. Emotional appeal has become an important type of programs in recent years. However, in the process of rapid development of emotional service programs, some problems and disadvantages have gradually exposed, especially when the wave of new media has continued to sweep, many TV stations are facing the dilemma of income and survival. As an emotional service program of picking beams in the ratings, due to the lack of core leverage support in operating revenue, it leads to a difficult step. At present, emotional service programs across the country generally face the dilemma of incompetence. In the context of reform and development entering the deep water area, the service functions and value presentation of the media should also change. Building a circle, deeply cultivating industry fields, continuously creating influence, and then changing from a single production subject to an ecological good service complex. It is a historical mission that emotional service programs must be completed quickly.

In recent years, Qingdao TV Station's emotional program department has promoted the mediation program "True Love" and the marriage and love show "Love at first sight". "True Love Mediation" was launched in 2011. Adhering to the program concept of "sincere service and communication with heart", it borrows civil wisdom to resolve civil disputes, mediate the team to go deep into the grassroots, help the parties solve, alleviate a lot of contradictions that have troubled them for many years, and won the many years of contradictions, winning the many years of conflict, and won the many years of conflict, winning the many years of conflict, and won the many years of contradictions, winning the many years of conflict, and won the many years of conflict. The audience is widely recognized, and this column has won the honor of the top ten laws in the country and the top ten social teaching columns in Shandong Province. "Love at first sight" was founded in 2012. The program adheres to the principles of authenticity, service, and public welfare. Become the most trusted public welfare service platform for single men and women in Qingdao. In recent years, the two columns of "True Love" and "Love at first sight" have also undergone the pain of survival and development caused by the imbalance of income and expenditure. Where the future of emotional service TV programs will test, testing the wisdom and hard work of each practitioner. Therefore, taking these two programs as an example, the author takes the construction of the circle and the operation of the circle as the breakthrough to explore the possibility of media transformation and development.

The core goal of media transformation and development is in -depth link users and linked society. The so -called circle layer usually refers to people with common interests, knowledge reserves, views and values, or organizations that have common mission tasks, thinking logic, and industry pursuits. Stable group. The construction and circle operations of the TV media are the media organizers through online and offline programs, products, activities and services to fully link vertical circles, industries, and fields to stimulate influence, collaboration, cohesion, and then realize media value Essence

1. Circle construction of emotional service TV programs

1. Understand the circle, first fully understand yourself. To build a circle, we must first clarify the question of "who am I", that is, the original mission, social responsibility, and value pursuit of TV media, which belongs to the category of core values. It is clear that "who I am" is to keep in mind the mouth of the media as the party and the people, adhere to the political position, and work to work on the premise of the correct orientation. Emotional service programs must always adhere to the emotional relationship between people and establish emotional resonance between the media and the audience. Dispute mediation programs should take the mission of promoting family harmony and maintaining social harmony, and bear social responsibility. Marriage and love service programs must always adhere to the truth, kindness, beauty, and while doing a good job of the "Qianli Marriage Line Lead" service work, guide people to pursue emotional health and peace inner peace.

2. To participate in market competition, core competitiveness must be established. The core competitiveness of creating urban TV media must highlight the regional culture, organize self -run columns, activities, and establish brand awareness. "Difference+integration+innovation" will be an important breakthrough point for future work. The core competitiveness of emotional service programs originated from the interoperability of emotions, the exchange of viewpoints, and the multi -faceted humanity reflected by contradictions and disputes. The circles, industries, fields in the organizer, and their authoritative discourse systems in the circle, industry, field.

3. To build a circle, the industry must be accurately segmented. Only by precise segmentation can we have an effective expansion of the link solution, can we establish a sense of participation in related industry fields and bring expected benefits. Most of the emotional service programs are facing a relatively professional competitive market. Being precisely subdivided in order to focus on and professional, and to continuously expand new circles from the inside to the outside. Taking "True Mediation" as an example, in the first half of 2020, the mediation cases presented in the show involved more than 70 % of the proportion of pension and legal issues. Obviously, precisely segmented the industry field, first of all, the pension industry and the legal service industry must be segmented. In the pension industry, it also includes more segmented markets such as the pension service institution industry and the old product industry; in the legal service industry, it also includes subdivisions such as lawyers and functional departments at all levels, mediation organizations. For blind dates such as "Love at first sight", the first -level market segment can be divided into personal business markets and organizational business markets. The individual business market can be divided into a blind date service market, a wedding service market, an emotional guidance service market, etc.; Organizational business markets can also be divided into functional departments markets, wedding supplies markets, and tourist blind date markets. In short, the more detailed the segmentation of the industry is, the easier it is to know and know the other, and the easier it is to build a circle, and it becomes relevant experts to form an authoritative influence. 2. Circle operation of emotional service TV programs

Circle culture is a multi -level ecosystem composed of core layers, middle layers, and peripheral layers. The circle operation is based on the accurate segmentation of the circle layer, and finds the core layer, middle layer, and peripheral layer, and use more targeted strategic methods to impact, do a good job of services, and then realize media value.

1. Deeply cultivate the core circle. The core circle is part of the organization and individuals that are highly consistent with the value of emotional service programs. The most important job of deeply cultivating the core circle is to continuously consolidate the core values ​​of the program, improve yourself, improve yourself, and maximize your professional advantages, and can always be in the industry in the industry through continuous iterative innovation. Since its establishment, the "True Love Mediation" and the pension industry have forged an inextricable bond. The concepts such as "Hundreds of Filial Piety" and "Home and Everything" advocated by the show are highly consistent with the core demands of the elderly industry. The content of the content has established a close partnership with this industry. Undoubtedly, as the core circle, the pension industry is the circle that the column must be deeply cultivated. During the development of "Love at first sight", through the continuous construction of core values ​​and the credibility of the media, it has a unique competitive advantage in the field of personal wedding agencies, and also formed a core circle. Deeply cultivate the core circle, adhere to the core values, keep up with the pulse of the times, and make professional things to the extreme. It is the cornerstone of these two emotional service programs.

2. Expand the middle circle. The middle circle is outside the core circle, and it has not been highly consistent with the core values ​​of the program. However, it is an important growth pole that must strive for emotional service programs in the industry, fields and programs for a long time. The most effective means to strive for the middle circle is to produce, organize and provide better online and offline products, activities and services as much as possible. "True Mediation" has unique authoritative media resources and unparalleled law -popular publicity capabilities, and a relatively more professional legal service market, which is the middle circle that the program needs to focus on expansion. In the early days of the establishment, the cooperation between "True Love" and lawyers was limited to the legal support at the mediation site and the studio reviews of the studio. The product service functions were single and did not leverage the entire industry. In 2020, "True Love Mediation" successively launched a new legal service product "Happiness Public Welfare Platform", "Song Lin's Story", "Elite Lawyer Group", etc., to a certain extent meet the publicity needs of more lawyers. In the next step, the program will continue to create products, activities and services with core competitiveness, closely grasp the demands of the middle circle, and open up a new path for the program to achieve media value.

3. Cultivate the peripheral circle. After the early screening and filtering, the links of the peripheral circle layer and emotional service programs are not so close, but it can be visible and touching. Help. The cultivation of the peripheral circle is mainly reflected in improving participation. At this time, media organizers should not be too careful. Public welfare and sharing are two good cards. Today, the topic of psychological issues is increasingly concerned. The psychological counseling industry has a high growth trend. Psychological counselors, emotional mentors and other experts are increasingly participating in the content production of emotional service TV programs. However, the psychological counseling industry does not have a good ecology of two -way interaction with emotional service programs. The plan of the two columns of "True Love" and "Love at first sight" is to extend the online advantage of the program to extend and expand the activities and services of the offline end. By creating public welfare products such as emotional salons, psychological classrooms, one -to -one service Construct the industry's main body to share user traffic, first form influence in the peripheral circle, continue to produce participation, and finally realize media value.

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X. Pioneer in August 2021.

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