Research For The Content Production Of Network TV In China

The Network TV is a fusion product of the traditional television and the Internet.When appeared, it attracted much attraction from television industry. However, withthe development and expansion of private video sites, Network TV is facingincreasingly fierce competition in the network video industry. How the Network TVstation should do to seize the opportunity of tri-networks integration, to change theirconcepts of content production and innovate its content production, is an importantissue to solve urgently. The thesis combs the features of Network TV’s content, itscommunication carriers and content manifestations, then analyzes the main severalbodies、characteristics、processes and methods of Network TV’s content production.At the same time, it explores its current development situation and existing problemsof Network TV’s content production. Finally, the thesis points out the perfectcountermeasures of Network TV’s content production.The Network TV’s content has these characteristics: a wide range of sources;diversity of forms and multi-terminal communication channels. Its content formsgradually have been extended from the entertainment-based video content to theinteractive share community content and virtual transactional content. Because itscontent production has broken the changing in traditional thought, concept and needsof the audience, now the content production of Network TV has three significantcharacteristics: diversification of production body; integration of productionprocesses and community-based products of production, the main bodies of NetworkTV’s content production are the traditional TV media, the socio-professionalorganizations and the audience. Its content production process can be divided intothree stages: planning and selection; layout and integration; delivery and promotion.According to terminal characteristics, its content production can be divided into twokinds of mode of production: fixed terminal characteristic production and mobileterminal characteristics production.At present, content production of Network TV in China has made significantachievements: the quantity of content production shows a mass characteristics; thetype of content production have been enriching and expanding constantly; contentproduction’s ability of gain has been improved; it has played out the advantage oforiginal copyright; the original force of audience has continuously entered the mainbody of content production. Accompanied by vigorous development of Network TV’s content production, it also appears many problems, which are mainly displayed inthese aspects: the main structural imbalance of content production; serioushomogenization for category of content production; the users’ poor experience duringcontent production. The main causes of these shortcomings can be induced into threepoints: the productive forces of social professional organization and the audiencehave not been activated; the lack of innovation in all aspects during contentproduction; the force of the user’s service has not been insufficient. To solve thoseworries for the future of Network TV’s content production, it’s necessary to make thecontent production maintain a state of innovation. Firstly, Network TV operators mustactivate the productivity of the main body’s content production. On the one hand,operators of Network TV should enhance the proportion of the audience’s originalcontent production; on the other hand, operators of Network TV must cooperate withprofessional and social content production institutions to produce high-quality contentproducts; at the same time, operators should actively promote the Network linkage.Secondly, according to the homogenization for category of content production,operators of Network TV need enhance competitive differentiation of contentproduction by these five aspects: subdividing audience group, building brand imageand innovating column setting、form and layout of program content. Finally, in orderto optimize the user’s experience, operators of Network TV should not only keep theweb of the site innovative constantly for making it personalized and carry outactivities actively to attract the audience, but also cooperate with technologyproviders to improve the quality of video content and cultivate professional talents.