Live Variety Show from the perspective of Media Convergence: Analysis and Netnography of Mango TV's "Fields of Hope"
DOI:
https://doi.org/10.54691/bcpbm.v25i.1706Keywords:
Media convergence, Integrated marketing communication, Direct broadcast variety show, Field of Hope, Mango TVAbstract
In the information age, media convergence has become a development concept that includes, but is not limited to the convergence of content, technology, channels and management. This article examines MANGO TV's independent live variety program “Fields of Hope” to explore the logic of media convergence and innovation of the program in terms of media convergence and integrated marketing communication, considering the four-part ecological view and five-part elementary resources, and to explore media industry management and digital technology, which attempts to explore the principles and pathways of the economy.
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