| The progress of science and technology accelerated the pace of the informationage, the emerging media such as mobile phones, network entered the commoncommon people’s home, is developing rapidly and become a necessity. Especially thenetwork video as a new form of media, is developing rapidly in recent years, is a kindof traditional TV instead of the trend. In the network video, under the strong impact oftraditional TV media is facing great crisis. Traditional TV media how to deal with theimpact of the new media such as online video, and how to get breakthrough in thenew situation to seek the sustainable development of itself, the problem is that theindustry and academia must seriously thinking of problem.Empirical study found that, in the face of strong shock of the network video,traditional TV face four big crisis: the brain drain, program quality decline; Audienceis partitioned, viewing structure worrying; Advertising share eroded, managementface difficulties; TV news program production mode severely challenge, these allmake the traditional TV media is struggling in their own development. But after yearsof development, the traditional TV media will inevitably determines its still has itsinherent advantages, displays in: the picture quality is better; Intuitive sense is strong,communication effect is better; Content production level higher and more reliable. Atthe same time, the network video in the impact to the traditional TV media also bringopportunities for development, broaden the traditional TV channels as well as thetraditional TV industry chain. Traditional TV media use as long as make full use ofthe advantages and the development of network video media brings an opportunity tobuild their own core competitiveness, can win the competition and the sustainabledevelopment of its own.Under the new media environment, the traditional TV media’s biggest advantagelies in the content, giving full play to the advantages of the create high quality contentto restore and retain the audience is the core of the traditional TV media survivalstrategy. In this process, first of all, to understand the needs of the audience, accordingto the audience’s demand for refinement and differentiation of content from the frontto keep the audience; Especially can adapt by strengthening production to save thecontent of the youth group and keep young audience fading; Secondly, make contentbank, trying to do the network video media content providers to curve to retain the audience. Once again to the authority and credibility of the content imagemaintenance, cultivating the loyalty of the audience. Finally, strengthen themanagement of TV content, with the introduction of quality management system toensure the quality of programs to retain the audience for a long time.Good content must be the powerful means to promote out to known and realizetheir own value. Want to succeed to break the traditional TV media, need help fromthe booming new media to strengthen promotion in order to improve the visibility andreputation of its own, thus stable status of traditional TV media. In particular canthrough the television to promote their own platform resources to strengthen viewing;At the same time with the aid of network video, microblogging, and new mediaplatforms such as micro letter to strengthen promotion to attract the audience, addingvalue, increasing of advertisers put in confidence.In an effort to create high quality content and strengthen the promotion at thesame time, the traditional TV media also should pay attention to the development ofdiversified business strategy to expand the profit space, such as strengthen theadvertising business, advertising revenue; Do well the program management inincreasing the incomes of copyright, to carry out the diversified management toincrease the source of income, etc. |
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