The Development Of New Media In Inner Mongolia Radio And Television News Channel

In last decades, with the popularization of mobile Internet and smart TV, China has launched a series of new policies on network and broadcasting industry. Meanwhile,the traditional TV Media is facing with unprecedented challenges in the era of "Internet plus", "triple play" and "new media. Therefore, it is a general trend in the society to stimulate the convergence of traditional and new media.Firstly, the ecological environmentfaced bythe traditional media in merger medias is discussed in this paper, it is obviously that media integration has been a main trend in today’s media development. In the meantime, the author regards CCTV and some provincial TV channels as the observed samples to analysis the profile that almost all stations are accelerating the construction of the platform for the new media, and to anlysis the different integration models of some advanced terrestrial channels,thus pointing out that the the current situation for Inner Mongolia TV to merger with new media is still in its beginning and exploring stageSecondly, By using comprehensive comparison and by employing examples of the news channel of Inner Mongolia TV, the author wants to elaborates the competition between the news channel of Inner Mongolia TV and new media has intensified in related resources, and to reveal the difficulties and challenges what local TV stations have encountered from the aspects of information, technical, audience, talents and advertising resources.Thirdly, this paper describes the course of the integration of new media in news channel of Inner Mongolia TV. With emphasis on the program Daily News, this paper also describes the usage of microblog, wechat and other new media platforms in news channel.Finally,Based on the above discussion and taking convegence concept and internet thinking as guidance, this paper also proposed five basicdevelopment principles to promote the integration of news channel and new media, that is"content is the king, channel is the foundation, platform is the carrier, operation is the axis, management for using."Besides, this paper offered detailed recommendation on establishment of research center for the integration and development of new media in news channel, creating APP smart client, innovation of talent strategy, and building a professional team of media convergence.