| Since the birth of livelihood news, with its unique news form, once became favorite in the news industry, exampled by Deep Touch of Nanjing of Jiangsu city channel, The First Time of Anhui TV station economic channel and other programs concerned people’s daily life, achieved good results on the ratings and social repercussions. With the birth of the new media, China’s communication environment had great changes. The spread of mobile electronic devices changed the way people receive information, and the development of we media brought the powerful shock to traditional media.Television livelihood news, as a kind of TV news, compared with other types of television news, its biggest characteristic is that the news source does not have "scarcity" and news content with high "service". Because the traditional TV’hard news’source is in the hands of few media, such information monopoly, to a certain extent, reduce the influence of new media on TV news. But the TV livelihood news source is close to common people, and has no "scarcity". High "service" is the survival base of TV livelihood news, but the new media due to its inherent technical advantages in the "service" of information has gone far beyond the people’s livelihood news on TV. When people want to get the service information, they would like choose the new media platform, like public service number in WeChat. Therefore, such "soft news" in the new media environment will meet more serious challenges.TV livelihood news now faces a great development dilemma. Those problems like serious audience decreasing, audience ratings falling, and determined advertisers and so on, which are TV livelihood news in a hurry to get rid of. The key out of the dilemma is to find its own problems in development.When traditional media began to open a new media platform, whether TV livelihood news is working on the revolution in new media age? In this article, the people’s livelihood TV news shows on the TV screen is called "the first screen", developed a little while retained original features both on the news topic selection and editing features. In recent years, nearly all TV livelihood news programs launched official Weibo and WeChat public account, in this paper, the television livelihood of the people news presenting on new media platform is called "The Second Screen". The operating performance of TV livelihood news on the new media is of the good and bad are intermingled. Although some have opened new media accounts, most of them "waste" the accounts, let alone research and maintenance. Some have management and operation on the new media. However, no matter what kind of situation, people haven’t been able to analyze the advantages and disadvantages of its own in the era of new media transmission, and often mistaken "wide media" for "media complete ". So, TV livelihood news will lose more audience and the existence is worrying.As a result, the people’s livelihood news like other types of TV news or traditional news, is urgent to need reposition, integration of media, build a platform to find the most suitable transmission channel for people’s livelihood news content. If we want to grasp the powerful voice in today’s growing fierce society, relying on "traditional media" is already far from enough. In the new environment, the television livelihood news also needs to establish its own brands in the local, to know how to establish brand marketing. Here "marketing" is not a breach of professional requirements, on the contrary, at the timing of the flood in the media, the people’s livelihood news can use news professionalism to establish their own brands. In terms of communication strategy on people’s livelihood news, the good medicine is innovation and depth, the key is to cultivate young audience, the way is to build harmony dispersal platform, the fundamental is construction of the consciousness and the news talent team.The survival outlet of TV livelihood news must be through the transformation of its self. Drifting without reserving personality or negative attitudes towards the new environment strain is difficult to survive and develop. But the transformation is a process. Some TV livelihood news columns will have painful obsolescence experience, but the rest of the "strong" will complete transformation of the self, the vitality of the people’s livelihood news still exists.In the future, the boundaries between new media and traditional media will be no longer clear, today’s "new media", because of "traditional media" development, will borrow all the power of the new media to be all brand new. This is medium after fusion of "the new media era". And transform and upgrade of TV livelihood news must rely on its own. Thus it can not be forgotten by the audience, and has the right to speak in the media era of "Contention of a hundred schools of thought". |
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