Opportunities And Challenges Of Television Program Host Transmission In The Background Of Mutual-media Integration

In the information era, media grouping and media integration cross-echo with each other. In the field of mass media, the super-media group comes into being by enterprise mergers and capital infiltration of cross-media, cross-industry and cross-country. Among kinds of mass mediums, there appears the tendency of mutual-communication, mutual-transformation and mutual-integration, for they adopt the new digital technology, from which the mass mediums' mutual integration and convergence has been in the tendency. Therefore, the communication research has become the focus within the academic field. As an important medium of mass media, the communication of television program TV presenter has no possibility of being ignored by the communication study. Especially in the 21st century, the global culture is in the process of transition, during which pluralistic media is in the state of intensive competition, such as digital television, network television, mobile television, cable television, as well as newspapers, magazines, books, et al. The presenter emerges in kinds of mass media. Except TV presenter who is directly face to the public, the network host (hidden or showed) and the host of newspaper columns, etc, communicate with the audience and spread information by different ways of presentation. In this intense multi-media game, the superiority of the communication in television program host has been challenged. Therefore, we cannot but make a renewed consideration and exploration about it.The basic proposition in this paper is that the TV program presenter has not only won the chance of progress, broader scope of communication and greater influence in the word from China's accession to the WTO but also been confronted with a new challenge from it. The State Administration of Radio has approved a number of television channels of Hong Kong and abroad to be located in Guangdong. Besides, with the process of times, television programming outside the mainland has been expanding in the television market and competing for the market share. In the three-dimensional competition of multi-cultures and media integration and in the process of cultural communication and collision among various ethnic groups and countries, Chinese TV program presenter communication should actively respond to the challenges and take an active competition strategy to strengthen self-construction.Based on the era background of multi-cultures and media integration to which Chinese television programs belongs, the essay deals with the presenter as the main body of TV program communication, the content and form of TV program host communication, its cultural field and relevant characteristics, connotation construction and its developing strategies and so on. The author mainly uses the theories in the communication study, the dissemination of ecology, media management, aesthetics and cultural studies to objectively survey the different developing paths, operation pattern and problems of Chinese TV program host communication. The essay tries to vertically outline and also full display the game strategy of TV program presenter communication.