论读书类文化节目的艺术创新与市场效应——以《一本好书》为例

On the Artistic Innovation and Market Effect of Reading Cultural Programs——Taking The Wonderful Read for Example

腾讯视频推出的《一本好书》是为了彰显我们的文化自信、积极寻求最具效果的传播形式和最经典的传播内容的典范。作为一档场景式读书类的电视节目,它以舞台剧的演绎、经典名著的改编、角色与观众的互动以及文化名流的专业解读等全方位的艺术创新和不断寻求经典、演绎经典、诠释经典的知识导向作为主打品牌,取得了极为显著的传播效果,并引发了连锁式的市场效应。这充分体现了受众的审美趣味和制作团队打造品牌的重要性。《一本好书》注重场景式体验的阅读经验也为当前同质化严重的文化类节目市场提供了可资借鉴的方法和范本。

The Wonderful Readlaunched by Tencent video is a model to show our cultural confidence and actively seek the most effective communication form and the most classic communication content.As a kind of scene reading TV program,it takes the performance of stage drama,the adaptation of classic works,the interaction between role and audience,the professional interpretation of cultural celebrities and other all-round artistic innovation,as well as the knowledge orientation of constantly seeking,deducing and interpreting classics.It has achieved a very significant communication effect and triggered a chain like market effect,which fully reflects the audience’s aesthetic taste and the importance of the production team to build a brand.The reading experience of The Wonderful Read which focuses on scene experience also provides a reference method and model for the current serious homogenization of cultural program market.