Research on Integrated Marketing Communication Strategy of TV Variety Shows under the Background of New Media

With the emergence of new media and the rapid development of network technology, the TV audience's habits of contact with media and TV marketing methods have changed significantly. In order to make the variety show sustainable and healthy development, it is necessary to actively adapt to this new marketing environment and develop corresponding marketing strategies. As a variety show, you can learn a thing or two from brothers on the run. This article discusses the successful strategy of IMC from the perspective of IMC. The aim is to make a contribution to the development of variety show in our country.