With the prosperous development of the variety show market and the prevailing society of mass entertainment, all kinds of variety shows are springing up like mushrooms. In January 2018, hunan satellite TV's first national original sound charm competition reality show "sound in the background" received rave reviews once it was broadcast, and its premiere exceeded 100 million yuan. It ranked first in the audience rating for 11 consecutive periods at the same time, and its rating on douban was as high as 8.3 points. This program by the unique program form, the affectionate deduction and the thought-provoking scene reproduction, causes the audience "sound in its environment" the aftertaste classic, realizes the sound brings the power. This paper discusses the marketing communication strategy of the program from the aspects of the program communicator's conception, program communication content and form, program innovation, program guest lineup and communication channel integration.
Key words: sound in its environment; Program; Marketing communication; Strategy research
