河南卫视“中国节日”系列节目的IP建构研究

Research on IP Construction of Henan Satellite TV's “Chinese Festival”Series Programs

近年来,国家政策不断推动媒体融合转型、创建中国特色文化IP,客观上推动文化类电视节目建构IP。2021年,河南卫视“中国节日”系列节目以互联网思维生产和运营适合在全媒体渠道传播的影视内容,成功建构出以电视节目为主线,以线上店铺、品牌联名和线下公园等为衍生产品的文化IP版图。究其成功建构IP的原因可以发现,河南卫视找准IP开发时机,借力互联网传播平台,以众创IP方式生产文化产品,使文化产品在受众需求中诞生,符合市场化运营标准。目前,“中国节日”IP建构仍存在版权归属成谜、IP商业化规划较为模糊等问题,在今后发展中可坚定“文化立台”战略定位,清晰分工IP所属,为河南卫视扩大平台传播力、影响力而助力。

In recent years,national policies have continuously promoted the integration and transformation of media,created cultural IPs with Chinese characteristics,and objectively promoted the construction of IPs for cultural TV programs.In 2021,Henan Satellite TV's“Chinese Festival”series of programs will use Internet thinking to produce and operate film and television content suitable for dissemination in all media channels,and successfully construct a cultural IP map with TV programs as the main line and derivative products such as online stores,co-branded brands and offline parks.This paper analyzes its IP construction achievements from three aspects:the background,construction method,construction deficiencies and enlightenment of the IP construction of“Chinese festivals”.It can be found that Henan Satellite TV leverages the Internet communication platform to produce cultural products in the way of crowd-creation IP effectively breaking TV programs' communication gap between producers and audiences.At present,there are still problems such as the mystery of copyright ownership and the vagueness of IP commercialization planning in the IP construction of“Chinese Festival”.In the future dovelopmont,the strategic positioning of“cultural platform”can be firmly established,and the division of IP ownership clear,so as to help Henan Satellite TV expand the platform's communication powor and influence.