Research On Official Microblogging Of TV News Of Shaanxi Radio And TV

With the background of media convergence and micro blog fever, the TV livelihood news has to place great importance on innovation in order to get breakthrough. Although, the emergence of micro blog has caused the loss of TV livelihood news audience, vied for speaking rights, and shocked the evolution of TV livelihood news. It also brought vigor and vitality to TV livelihood news, enriched the content and transmission ways of TV livelihood news, and expanded its development space.Faced with the new development opportunities, several of TV livelihood news has gradually opened their official micro blog. However, the actual operation is somewhat difficult, badly content homogeneity, low-degree audience participation, and weak public opinion guiding force, which did very little help to the development of it’s media. Thus, the most critical problem is how to find the most suitable operation strategy. This article selects Shaanxi Broadcast TV livelihood news’s official micro blog as the research object, using built weeks sampling method and content analysis method, making statistical analysis from the released frequency, update time, rendering way, audience participation, and strategy of responding to emergency, which is to understand the similarities and differences of the operating situation, mode and effect of transmission of its official micro blog through figures and phenomenon, summarizing the transmission characteristics and the of its official micro blog. Then, in view of the problems, the paper puts forward the improvement suggestions.Shaanxi Broadcast TV livelihood news official micro blog should create distinctive labels, carry out discrepancy strategy, expand relationships, cultivate professional micro-blogging team, take the "gatekeeper" and "leader" role, and joint together a variety of information platform, achieving innovated development, enlarging the influence of the official micro blog, and enhancing the brand fame.