The Study Of Municipal Television Station's Development Strategies On The Circumstances Of Media Convergence

Media convergence is currently an important subject in media industry, and also the general trend of the development of media. Municipal television station, as a kind of traditional media, is facing different opportunities and challenges in the background of media convergence. Especially, municipal television station is confronted with more grim challenges than before under the pressures of media of the same kind and new media. Only by facing challenges and seizing opportunities can municipal television station find a new way of development in the age of media convergence.On the basis of recapitulative description of media convergence at macro level, the thesis focuses on the analysis of the living condition of municipal television station in the background of media convergence from the standpoints of media convergence's connotation, agent and significance. The thesis also puts an emphasis on the use of SWOT analysis, which clear and definite the municipal television station's strength, weakness, opportunity and threats. Additionally, the thesis not only concludes five aspects of the municipal television station including production mode, management strategy, communication idea, communication way and profit model, which need changing in media convergence; but also finds the development way of municipal television station in media convergence, which consist of core-competitive in media convergence, a platform for cross-media integrated communication as well as an industry chain for expanding upstream and downstream. Finally, the thesis pays close attention to the analysis of media convergence of Changsha TV, which introduces the measures taken by Changsha TV and analyzes the important link in media restructuring as well as sums up the achievements of the current stage and gives the advices of the development direction of Changsha TV in the future.