| With the progress of science and technology of the birth of the new media are more and more popular, when people take the perspective to new media, traditional TV media will be affected and the impact. In the new and the old in the course of the game, new media form "of the traditional TV three" and "three stream" trend, namely:differentiation of audience, advertising, split share content, loss of talents, capital circulation, organizationchange. Provincial Satellite TV industry is Chinese a backbone, although there is no central station resource advantage, no channels on the ground close to the edge,but, in the fierce competition in the market after the unwilling people. A member of the H provincial satellite TVis one of the brand programs, once in a plurality of drivehas seen better days, but in the face of the newcommunication environment, especially the new media brings competitive pressure, too, faces many difficulties,fall into a trance.The new communication environment are studied in detailand from a number of leading TV channels, such as:Phoenix Satellite TV, Jiangsu TV, Hunan TV, Shanghai Dragon TV, attempts in the integration of new media, thedevelopment path of H tv. Learn fromthe development experience of advanced provincial satellite TV, H TV only innovation development path, to return to the competition stage, to the provincial Party Committee Propaganda Department into "the first phalanx" requirements. Mainly includes the following innovations: first, covering the channel innovation: the integration of new media, multiscreen cover. In the new media environment, Chinese1300000000TV viewers and nearly600000000Internet users interaction, forming a Chinese television mediadouble audiencemarket, only concerned about the1300000000room the user is not enough, the Internetopened a huge market to us600000000of Internet users.The family living room audiencemarket and the Internetmarket, between them is not simple differentiation, shuntand competition, but the relationship betweencollaborative interaction based. Double audience marketis a new opportunity for business communication management media coverage. Then, the content ofinnovation: a tipping point, highlight the socialcharacteristics. Content is king is the traditional TV mediacreed, technology development and the media environment changes make the competition morehighlighted the importance of content is king, content production advantage is the traditional TV media with respect to one of the new media present a competitive advantage. As the core product of television channels, in adapting to the new communication environment, settingthe tipping point, to social, become inevitable. Then, the management innovation: the separation of production and broadcasting, realized company, securitization. Innovationmanagement mainly refers to the introduction of advancedmanagement mode, explore the effective path ofbroadcast separation. With the aid of external force,Rongzhi, financing, development. Then, integrated marketing, marketingof innovative ideas: to build a fullmedia marketing platform, combined with various forms of media, the H provincial TV build perfect media marketingplatform, to provide one-stop service for customers.Finally, the development of innovative industries: toindustrialchain upstream and downstream marching.In order to guarantee the implementation of the innovation path, also needs to be innovative in the following aspects,as security measures for the implementation of the development strategy of innovation path. The contentincludes: production, set for the marketproductionprogramming philosophy; communication strategiesthrough diversified channels to bring content to the audience; competitive strategy from the development of a singleprogram the past into the media as well as thecompetition of the whole industrial chain; managementreform of enterprise management, improve enterpriseprofit.Path channel development strategy is proposed in this paper is at present the development of a selection stage,also need according to the environmental changes on theconclusion of evaluation and adjustment, to adapt to the changing environment. |
