Strategy To Develop Websites Of TV Station In The Trend Of Media Convergence

As the trend of media industry, the trend of media convergence has had a revolutionary effect on TV. An important performance is the currency of "double screen user", who watch online video and TV at the same time. What’s more,"more screen user" who using the PC, mobile phone, television and other media at the same time is in an increasing number."More screen user" means the same content present on different platforms. Based on the development of digital technology, the disadvantages of linear transmission of TV is greatly dissipates. TV programs on the Internet can realize the nonlinear transmission. At that time, TV and network form close integration. It should be noted that this is just one of the changes in the trend of convergence. The more profound change is that TV station will transfer to the media group, acting as "information service". Judging from the current situation, the network platform is still the shortage of television. How to supplement the shortage of the network platform is the survival factor of television stations. In addition, in the competition of website, business website is competitive, websites of TV is vulnerable.At present, every TV station starts to build a network platform. Generally speaking, there are two ways for TV station to mix with internet:one is self-sufficient type, namely the television making full use of their resources to build its web site. The second one is the external marriage type, namely outputting television content resources on commercial websites. Based on the consideration of the reality in our country, the former is practical. The television internet platform covers three roles, the first is the website of television station, the second is online TV, and the last one is the local news website. In our country, the relevant policy has defined such websites as news website. After years of development, television network platform has stepped into awkward situation. Therefore, how to revive television network platform should be thought again.This article takes the experience of Ifeng.com and Phoenix Satellite Television as an example. As the official website of Phoenix Satellite Television, Ifeng.com makes full use of the resources of Phoenix Satellite Television. After that, Ifeng.com grasp the characteristic of network and use it.According to Michael Porter’s "Competitive Strategy" theory,the author divide d Ifeng’s Competitive Strategy into three parts,and analyze different development st rategies. Basing on this, the last part of article gives suggestions on the development of the TV websites.