Under The Background Of The New Media Innovation Strategy Research Of Our Country's Radio And Tv Station Site

Mr. Negroponte gave us the following description in the book "beingdigital":15000TV channels for you to choose; Numerous radio and TV broadcastingat the same time; Video and audio information collection processing and storage it;Custom personalized program broadcast channel list and content. Nowadays hisprediction has came ture. In Dec2012, CNNIC published the31th time Internetdevelopment report shows that Internet users in china totaled564million by the endof the end of2012, the scale of network video users has reached370million, Internetusers in the network video utilization increased by14.3%compared to the end of2011.Internet represented by electronic media has profoundly changed by the way ofmodern audio-visual, the prediction of “the global village” has gradually translateinto reality. Since the rise of We Media, Multi-platform information terminals arewidely used, the infinite extension of social networks, and proves that the spread ofaudience consciousness is awakening. Users more emphasis on interactive media, setup their own network. According to the personal interest personalized Settings such ascustom information become an important magic weapon of new media according tothe personal interest personalized Settings such as custom information has become animportant weapon in the face of the new media menacing "fourth media","fifthmedia", once occupied the highest voice mass media has been a strong shock.Television and broadcast media have established their own official website inorder to adapt to development environment of the new media environment.The Web is extensive, but lack of communication power. In competition with thetraditional private video web site，the Website have no advantage，some websiteseven appeared the staffer, neglected. The author hope to find the difficult to thedomestic of television and broadcast website through analyzing the investigation ofJinan TV and broadcast station site, According to the current situation of the TVbroadcasting industry put forward reasonable suggestions. I hope that my research hasthe role of guiding of TV broadcast site in the future.This article is divided into two parts，For one part, The author combing thedevelopment of Chinese television web sites, it is divided into three stages. Inembryonic stage the web site is a service function, website contents are mainly composed of words and images, its form is single. The author brief analysis of CNTVwhat is influential at the time. In developmental stage the website showed multi-platform interactivity characteristic and professionalization. The author chosehunantv.com to analysis. In rapid development stage， The website paid moreattention to the details of the content, in gradually improve its function. For thesecond part the author combined with the problems discovered in the Jinan TV andbroadcast site, concluding the lack of domestic TV and broadcast web sites, they arethe backward management system、 fuzzy positioning、 the homogenization ofcontent、weak interaction、the crisis of video copyright and the unitary profit pattern.I put forward countermeasures to solve the problem of the above. The website shouldimprove from the aspect of Tv-website interaction、Any Media platform、 Webdesign、content innovation and network TV station.