| In the media fusion environment, the competition is very intense between media. Therefore, traditional media establishing cooperation relations with new media actively. From 2009 to date, Weibo have fund stable product from, user habits. As the current meida which is actively and spread rapidly, it has changed the traditional pattern of the transmission. For the traditional TV media, is both opportunity and challenge. Comparative analysis of TV media and Weibo:in the current media environment, to establish cooperation relations between TV and new media has become inevitably. Nowadays, most traditional media take a place on the Weibo, For abtained a large market share by Weibo speak right.The most importent competition among the major television is audience rating, especially provincial TV for the national market. Hunan Satellite TV in the major provincial TV ratings ranked consistently in the forefront, by using Weibo to create their own brand constantly. Therefore the author to conduct the thorough research to the Hunan satellite TV Weibo as a case, through the study of interaction of provincial satellite TV and its official Weibo phenomenon, explore its weibo operation status and strategy, and tries to reveal the interaction characteristics of media interactive behind and give social significance.First of all, this study summarizes the present status of major provincial satellite TV to use Weibo, TV media from the perspective of macro analysis on the Weibo platform in the new competition, to spy out the provincial satellite TV operates Weibo to realize the function of what, and then start in Hunan satellite TV, for example analysis and research the way of the operation of its official Weibo, from image building, content characteristics, interaction relations, marketing and other aspects specific analysis. Hunan satellite TV as the pioneer of satellite TV station, in cooperation with Weibo collusion development and also as a group of early from the official Weibo of sina open provincial satellite TV, after years of trial and error, the Weibo platform operation also summarized a set of methods. Through the analysis found that Hunan satellite TV’s official Weibo for more channel columns of publicity and promotion, activity promotion, etc., no matter from the outer to the inner is mainly for female media promote the brand value, strengthen the contact with the audience and the service.Hunan satellite TV’s official Weibo although fame in the outside, but there are still some problems to be solved are itself, in the article will combine some understanding of Hunan satellite TV and its Weibo platform and the overall analysis, puts forward the existing problems in the operation process. Finally, the author summarized about the present situation of hunan TV’s official weibo operation, including provincial satellite TV, Hunan satellite TV, the official Weibo operation put forward some rationalization Suggestions.Hunan satellite TV, in general, the official weibo operation is right, not only good at using their own advantages to gather more audiences, also attaches great importance to the microblogging platform operation. Official weibo as independent media not only accessories, to pay attention to the characteristics of weibo itself and to be able to better operate it. Text analysis demonstrated through microblogging platform operation is not easy to send a few weibo that simple, need to have clear marketing ideas and weibo as a foothold in the television media but relatively independent media to run again, so as to highlight the advantage of provincial satellite TV weibo, build the provincial satellite TV brand influence to spread value. |
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