从“秀”归“文”:《茶道真兄弟》的文化创意

From “Show” to “Culture”: Culture Creativity of Tea Road Ambition

本文从节目形态、节目内涵、营销策略三个维度分析了《茶道真兄弟》的文化创意,并对消费社会背景下我国电视产业发展进程中的相关问题进行了思考,提出了原生态节目形态、活化传统文化、整合新媒体拓展产业链等诸种创意路径。

This paper analyzes the cultural creativity of Tea Road Ambition from three aspects: TV show format,program connotation and marketing strategy. By thinking about the related problems of TV industry development course in China under the background of consumer society,the original ecological program format,activation of traditional culture,integration of the new media expansion industry chain and various creative paths are raised in this paper.