Study On Media Convergence Of Provincial Satellite Channels

In recent years, a increasing number of young people is attracted by the new media, which result in the situation of worse audience ratings and less preoccupied in traditional media. In order to break through this predicament, as the representative of China television media, the provincial satellite channels is trying to seeking the opportunities of cooperation with the new media.Literature, case analysis, field survey aims to explore the practice of media convergence taken by provincial satellite channels. The article analyzes the background and conditions of the implementation of media convergence taken by provincial satellite channels according the current situation. And then take three different TV programs from three different satellite channels of Zhejiang Radio and Television Group as the example, to discuss the achievement and problems during the practice. Finally, based on the analysis above, the article will give a prospect on the development of the media convergence practice taken by China provincial satellite channels in the future, including the fields of marketing promotion, construction of program content, interaction with audience, changes of profit mode and so on. The article proposes to provide new ideas of taking media convergence practice from provincial satellite channels.