Television--Management Spring Festival Gala Evening Television broadcasting--China
The purpose of this study is to measure the effects of the most significant program in China. The Spring Festival Gala Evening is representative of the Chinese television industry and its evolution demonstrates a trend for the future of media in China. This research used a case study to understand the background of the program and the advertising revenue it generates. A survey about the gala's content and its meaning to the public was conducted to learn how to increase the ratings by improving content. During the past three decades, the cultural relevance of the gala as well as changing state ideology created a unique position for the show. Creativity and innovation are required for the show to develop. Event marketing can be a great way to keep and gain advertising revenue. To improve the quality of the advertising is also essential to attract clients and audiences.
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Details
Title
The influence and effect of Spring Festival Gala Evening in China
Creators
Yifeng Xie - DU
Contributors
Philip W. Salas (Advisor) - Drexel University (1970-)
Albert S. Tedesco (Advisor) - Drexel University (1970-)
Awarding Institution
Drexel University
Degree Awarded
Master of Science (M.S.)
Publisher
Drexel University; Philadelphia, Pennsylvania
Resource Type
Thesis
Language
English
Academic Unit
Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
Other Identifier
4008; 991014632385504721
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