The Local Television Survival And Development Strategy In The "Entire Media" Era

With the media form and the development and change of the pattern, then it has to be the"entire media" age, all new media emerge in endlessly, whether the media form or applicationplatform is a new form innovation. Local television is the largest, the most people, the mostactive part in the Radio and TV industry,and is facing on the star TV impact to all, now it willbe "entire media" the challenges of the era. The existence and development of the localtelevision directly affect the stability of Chinese radio and TV industry and the success orfailure, so the situation must be discussed, and find a new way of development. By analyzingthe performance of "entire media" era and the advantages and disadvantages of localtelevision itself, and the research on current situation, and then puts forward the the feasibilitystrategy for local television in the"entire media" era, including the form, content, strategic,function on four aspects. Enter the "entire media" time for the local television, it is bothchallenges and opportunities, the local television can through the reform and innovation, fullyintegrated into the new media environment, use new operation form, paying attention to thebrand and marketing,and then increasing its influence. Therefore, the local television shouldcarry on the revolutionary adjustment, and adapt to the "entire media" era for their ownrequirements to meet the new demands of audience, to adapt to the need of the market, findthemselves in the position of the media market.