Under The Background Of The Construction Of Countylevel Convergence Media Center Research On The Transformation Strategy Of County-level Radio And Television Stations In Sichuan Province

The evolution of emerging media technologies and forms is reconstructing or even subverting the industrial logic,cognitive channels,consumption scenarios and value dimensions of the entire information society.Media ecology is evolving from mobile to intelligent.In the great changes in the media industry,the integration and transformation of traditional media has become the main way to survive in the information market.As the basic link of traditional media system,county-level radio and television media have accumulated poverty and weakness for a long time and have insufficient motivation in the transformation of media convergence.In 2018,the central government made a major plan to build a county-level media convergence center,and the county-level radio and television media finally welcomed the historical development opportunity.In the construction process of the county-level media convergence Center,the integration and reform process in the western region is slightly lagging behind due to the long-term imbalance of the radio and television industry in the "strong in the east and weak in the west".As a representative province in the western region,Sichuan Province has a large economy,a large population,multi-ethnic communities and a complicated public opinion situation.How to seize the opportunity,transmit Sichuan's voice,tell a good Sichuan story,explore the Sichuan model and successfully complete the transformation through this round of reform is the focus of this study.This paper combs the 40-year history of countylevel radio and television,and on the basis of learning from history and combining with the development status of Sichuan's radio and television media,explores the integration and transformation strategy of Sichuan's county-level radio and television media.Through on-the-spot investigation and case study in four counties and districts,combined with relevant theories of media management and media marketing,a comprehensive analysis is made,and it is believed that Sichuan county-level radio and television media need to be decentralized and empowered institutionally to stimulate endogenous power.Reconstruction of production process and construction of mobile platform media;Do a good job in supporting the reform of the grass-roots administrative system,so that municipal projects and the media can develop together;Breaking Trade barrier and Strengthening Channel Cooperation;Get rid of the thinking of linear communication and construct the awareness of Internet products;Technically,cloud connectivity and resource sharing should be promoted.This article also looks forward to the future of the countylevel media convergence Center from seven aspects of competition,market,organization,content,communication and technology.