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随着微博的不断发展与成熟,许多电视媒体纷纷借助微博平台对电视节目进行跨媒体营销,这对我国电视节目的发展带来了一些优势和帮助,但同时也存有一定的问题。本文通过分析湖南卫视热播的电视节目《爸爸去哪儿》新浪官方微博所发布的信息、设置的议题以及与受众的交流互动等内容,归纳出电视节目微博营销的策略优势,对微博背景下电视娱乐节目上午营销趋向作出判断,从而为电视节目微博营销提供更有价值的参考。
With the continuous development and maturity of Weibo, many TV media have used the Weibo platform to carry out cross-media marketing of television programs. This has brought some advantages and aids to the development of television programs in our country. However, there are also some problems at the same time. This article summarizes the strategic advantages of TV program Weibo marketing by analyzing the information released by Hunan Satellite TV hit TV, “Where is Dad?” Sina Weibo, the topics set and the interaction with audiences. In the background, the trend of television entertainment programs in the morning to make marketing judgments, so as to television programs microblogging marketing to provide more valuable reference.