A Research On The TV News Program Microblog From The Perspective Of Media Convergence

The paper mainly researched three questions which were under the guidance of the policy of "the country,the province,the city and the county", the usage of the TV news programs weibo, the content appearance of the TV news programs weibo and the effect of those weibos, besides, the paper also further researched the how the different news programs mixed with weibo by the way of quantifying combined with qualifying with reference to the Media Convergence theory. Through content analysis, Comparative analysis and case study, the paper uncovered the Differences and similarities of the attitude, frequency, contents and the effect of using weibo among television news programs of different types and levels.There have been lots of researches were on the aspect of weibo studied the great challenge weibo made on traditional TV Programs. The paper was from a new viewing angle which was the first time to specifically focus on TV news programs and did the case study on the convergence of programs and weibo from the aspect of TV programs.To illustrate comprehensively the whole situation of the convergence of domestic TV news programs and weibo in the media convergence age, the study sample in the paper included four parts. The first one was the 15 TV news programs weibos on the Chinese Channel of CCTV; second one was the sampling samples from 31 provincial station TV news programs weibos; the third part was 5509 weibos which were from 7 TV news programs of different levels within 3 months; the last part was<xinwenririti> which was the only one news programs on city TV station in the 200 on 2013 Sina Weibo annual media influence.The paper found the in the media convergence age, the TV news programs of different levels existing much discrepancy in the cognition and usage of the importance of weibo through researching the situation of TV news programs using weibo, the contents of the programs and their weibos and programs weibo influence. Apart from that, TV news programs of different levels showed apparent different in the frequency and contents of using weibo. The paper revealed the Chinese TV station operating policy and the TV media mechanism of’“一元主体,二元运行”and made a great influence on the convergence process between TV news programs and weibo.