The Study Of Channel Image Shaping By Changsha Television Station In The New Media Environment

The Internet is booming with the motivation of technological progress and socialchange, causing a huge impact on traditional media; at the same time, the newcommunication environment is emerging, which is based on the Internet and mobilecommunication technology, making significant changes on the media communicationin a traditional way. The obvious characteristic of the new media environment issocial media, and making a difference with the traditional media environment oncommunicators, communication content, communication process, transmission mode,spread scope and audience.Currently the whole market structure of television industry in the air and groundis fiercely competitive, which is divided by the CCTV, local TV stations, and otheroverseas channels. New media environment is both an opportunity and challenge forlocal television stations in the stage of reform and development. On the one hand,local television stations are under pressure, and are in the dilemma; on the other hand,new media technology innovation breaks the traditional structure of media, offeringinnovation ways, initiative, and the possibility of development. In order to keep theattraction of TV viewers, local television stations tend to improve the program quality,and to improve the overall channels image. It is the key point to actively get into thenew media environment, and to make it each other possible.The Changsha television station is located in the capital of Hunan province,where is relatively developed in domestic television industry, and is the representativeamong those prefecture-level television stations. Faced with the pressure in newmedia environment, Changsha television station is influenced on the aspects ofmethods of the communication subject, communication platform, industrial valuechain, and its market. The station seeks to strategies and methods on channels imageshaping in the new media environment. Firstly, adhere to the "inside". To shape itfrom television practitioner, television content, television spiritual image, andrelational image. The fundamental premise to the channel image shaping is theintegration of internal resources, and the cultivation of the core competence; Secondly,stick to the "complementary". To take on external shaping from television visual voicerecognition system, channel image video, channel image celebrities, and image ofpublic relations activities. The important guarantee to channel image shaping is thecommunication hardware and communication strategy of television channel; finally,choose "the new media idea". To adapt the "entire media" image to the mixed mediaenvironment, to adapt the "personification" image to the social media environment, toadapt the "leader" image to the complex public opinion environment, and to adapt the "collaborators" image to the severe advertisement environment. The theoretical basisto channel image shaping is to shape the idea in a conceptual way, and to spread thedevelopment and the innovation of idea.