Media Convergence TV News Channel Development Strategy

January 13, 2010, Premier Wen Jiabao chaired a State Council executive meetingdecided:Accelerate the telecommunications network, radio and television, the Internet'sintegration efforts, to achieve three networks interconnection, sharing of resources；Junetriple play by the initial program approval, provinces and cities nationwide pilot areas startedreporting triple play；July 1 the State Council officially announced the first triple play in the12 pilot cities. Triple play continuously made substantial progress; therefore, in 2010 knownas the triple play of the first year of China, It also marked the era of mediaconvergence. Media convergence has become a mass communication industry trends. It is asingle mixed-use under the ownership of radio and television, telecommunications, computercommunications and other carriers, to increase the number of news and information platformfor the purpose. The gradual integration of these re-packaging of media forms and mediacontent, Economies of scale, economies of scope under the influence, the amount ofinformation will provide greater audience, as to obtain a competitive advantage.In this article,the anchor first of all analysis theories of media convergence from theaspect of economic . From which we can clearly see its Process. Firstly, this paper did aresearch on the concept of media convergence from several Points of view in a macroscopicway. And did a qualitative analysis of macroscopic environment of media convergence fromthe social, technical, and economic and policy aspects. Secondly, this paper analyzed theoverall effect of TV news industry affected by media Convergence. Then, it also analyzed thechanges brought by media convergence-the change from passive audience to the"user", thechange from the public to"Focus", and the new trend of the media market applying the latestmarketing theory-"the Long Tail Theory". Finally, after the layers of in-depth analysis andexploration, the paper proposed the strategy of TV news marketing under the background ofmedia convergence.The changes of television media content,communication mode,objective audiencePopulation, information consumption, media frameworks, management mode, payoff mode,with converging of network and television media, have been discussed. And some relevantreformed measures have been proposed.