| The development and growth of Network and new mobile media in recent years has brought a strong shock to the TV industry. the provincial satellite TV is the most important part of the TV system in china, their signal cover all provinces and autonomous regions in our country, and also the development of which is conducive to competition between China’s TV industry and the international TV industry.Being the first provincial satellite TV, Hunan satellite TV has a very strong representativeness.Firstly, the overall analysis of the network, the summary of network propagation characteristics are conducted, noting the advent of the Internet has changed the audience’s life and audio-visual habits, which also promotes the generation of the new media. Then comes the great impact of the network propagation to television industry, mainly in terms of diversion audience. The flowing of young audience from television to network reduces television ratings, and also presses the television to launched new programs to cater to the audience. So under the pressure of the network, net work television is born. provincial satellite TVs have launched their own official website to provide the latest information to the audience, and also integrate excellent video, launched his own programa.This paper also analyze the current situation of the provincial satellite TV media convergence. In order to seize more market share, the TV also interact with fans in microblog platform, and actively introduce mobile video and interactive software besides creating television network. This paper will carry on the statistics of the number of fans、the microblog articles and the daily update of provincial satellite TV that set up the official weibo, but there is no analysis of the connection between the three.This article is maily based on the media convergence research of Hunan Satellite TV, the writer has to mention the Hunan Satellite TV’s official website-Golden Eagle website. It is one of the largest media convergence platform, which includes all Hunan TV programa resources, that is to say, the audience can watch all the programas of the hunan satellite TV in gold site. Gold eagle site also provides the audience with the latest the information, which is focused on the entertainment and celerity gossip. Audience can get the latest trends of Hunan TV, and the audience’s status has also changed in this process, they become the participants instead of the spectator through the television interactive discussion, at the same time they can be the information publisher other than the passive receiver. This is a manifestation of the audience’s interactive participation and also a the performance of the successful integration.As leader of the provincial satellite TV, Hunan satellite TV is also excellent in microblog marketing. They positively launch the latest information in the official microblog to establish a brand image. Moreover the famous TV hosts interact with the fans actively, making the net friend have a more comprehensive understanding of the star life and programa behind-the-scenes look. Official microblog’s forecasts and live broadcasts of the TV show grab the audience attention too.The integration of Hunan satellite TV with new media also can be seen on the cooperation with other sites. For example they cooperate with taobao to found Hi Internet shopping website, and make "the more fun the more shopping" to sell hi tao product, this programa is also broadcasted in hunan satellite TV. Hunan TV also cooperates with video web site to launch network drama. what’s more they cooperate with dating websites and game website to promote each other, and achieve the win-win goal.Hunan Radio and Television subsidiary is also critical to the publicity and plan of Hunan Satellite TV. What the paper cited include film and television companies, economic planning companies, etc. These subsidiaries provide excellent variety of television programs, film and television work, meanwhile the TV station provides them with a platform, builds Hunan Satellite TV brand sections with their superior resources to attract the attention of audiences and advertisers, thus boosting ratings and winning more sponsorship fees.At the end of the article, the writer pointed out some drawbacks of television development and put forward some suggestions with the expectation that Hunan Satellite TV can go faster, more stable and better in the media converged environment. |
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