The Study About TV Wechat Public Number Based On The Linkage Of Multi-platform

In the era of network convergence,faced with the rapid development of the internet which threatens the television broadcast media,the boom of the traditional media becomes a mirage.At the same time, we have entered the era of mobile Internet, Wechat is supported by mobile phone media, and it enables its users to receive messages at any time and places. It is occupying the market at express speed. Comparing with websites, Weibo and other media, Wechat public platform has multi-functions and it integrates various elements, including text, picture, video and voice, etc. It can transmit the information through many diversified ways. It can realize the transformation of strength in personnel relation and finally reaches word-of-mouth effect, through link and integrating multi platforms and with abundant content. To achieve existence and better development, TV media start to develop itself in the field of new media, and registered Wechat public account one after another.One thing to note is, TV Wechat public platform as a media platform for traditional radio and TV industry to improve influence also requires self-survival and development, or it would be meaningless. It needs to rely on the content and brand resource of its parent, and also demands to occupy the market against other new media and even traditional media. If it only takes content resource from the TV station, it could not exist in increasingly competitive environment. Therefore, Wechat public platform must hold the trend, to develop associated reaction with the TV station and even other media, to apply internet idea, to constantly rich content, interaction and to enhance experience. Then, it can find a way to its development.In this paper, take the public micro-channel about running man an example, through literature analysis, content analysis, comparative research methods,from three parts analyzed and studied about TV micro-channel based on the linkage of multi-platform.The first section and the second section of the first part,On the basis of a literature review on the comb, from media convergence, the background of the mobile Internet era,analysis the positive significance or the new media on behalf of the micro-channel public number brings to traditional TV. Zhejiang Radio and Television Group take multi-platform promotion strategy by means of new media.He has to opened the official website, the official micro-blog and official micro-channel for "running man".Television and the network linkage spreads widening,through interactive micro-blog push up ratings,micro-channel enhance the influence.The second part is the core content of this article, including chapter III, IV and V of chapter contents.First, from the micro-channel public number about "running man" to start,through the content analysis, the public number push articles were analyzed,and comprehensive analysis of the content of custom menu of the micro-channel public number about "running man".Then, step by step introduction the micro-channel public platform about "running man" and television, websites, micro-blog, QQ and other media’s linkage.To analysis linkage features,path and strategies based on cross-platform, to understand the micro-channel public number about "running man" of operation’s ideas and features. The "running man" public micro-channel number’s linkage with other platforms, including two aspects of content and channels. With television’s linkage:borrow resources to promote complementary;With website’s linkage:fusion graft, comment inter-working;With micro-blog’s linkage:content inter-working, recommended diversion;With QQ, micro-channel’s linkage:liberty link, inducing share.Through analysis, we found that here are some problems about operation of the "running man" public micro-channel platform:excessive reliance on media technology,Ignore the underlying values of innovation,the unction of platform is imperfect,communication with users is relatively passive,in the form of marketing is relatively simple.The third part, it thinks when traditional TV creates its Wechat public platform, it must fully respect the transmission characteristics of new media to reprocess the resource and to attract more audiences by its own excellent content, rater then the influence of TV or other media. While managing the Wechat public account, fans shall be respected, and the relation between media and users shall be reconstructed. In addition, it is necessary to insist focusing on the content and providing best content product, as well as to enhance users’participation and experience. The last point is to make associated reaction throughout the whole process.