T2O 模式在音乐类节目中的应用现状及问题摘 要进入大数据时代，传统媒体和新媒体之间的融合程度不断深化，电视业为进一步拓宽市场获得良性发展，需要在不断创新的基础上开始探索与新媒体合作的渠道。新兴的T2O（TV to Online）商业模式在电视音乐类节目中被广泛应用，将音乐节目与电商结合，为传统音乐类节目的现代化转型带来了契机。它将广告植入与音乐节目内容极致融合在一起，形成了“电视+电商”模式，改变了之前依托电视节目插播硬广告进行宣传的传统模式，实现电视与电商的跨界合作，获取了更多用户。本文以《蒙面唱将》《跨界歌王》等作为中国音乐真人秀王牌节目为例，论述了音乐类节目 T2O 模式发展历程及其应用，分析出其模式的内涵与构成要素，推动电视音乐类节目运营模式的转变。在此过程中来探究音乐类 T2O 模式的发展困境，从而找到“可持续发展”的方法，意在于使得电视音乐节目提高自身的核心竞争力和创新力，实现各媒体渠道的优势互补，获得收视和口碑双赢。关键词：T2O 模式，电视+电商，音乐节目IThe Current Situation and problems for the application of T2O model to music programsABSTRACTAs we enter into the big data era, the integration between traditional media and new media continued to deepen. Under such background, the television industry, in order to further expand its market and gain benign development, needs to explore and create new ways to cooperate with new media on the basis of constant innovation. The emerging T2O (TV to Online) business model has been widely used in TV music programs, in which music programs combining with E-commerce has brought new opportunity for the modernization transformation of traditional music programs. T20 mode, fusing product placement with the content of music programs in a perfect way, formed TV+E-commerce model , which changed the traditional model that relies on the TV programs to place product advertising in a rigid way, and then fulfilled cross-industry corporation of TV and E-commerce and obtained more users. This...
