Media Convergence Study Of Hunan Broadcasting Group

With the development of new media, traditional media has full into a survival crisis and the convergence of new media is becoming an effective way. Meanwhile, national policy as a driving force also play its role in this situation. There are already many trying practice on media convergence by TV insitution. Even some of them obtain considerable achievements, but others, under the consideration of whole development of chinese TV industry, also have no clearly ideas of convergence fact, convergence transfomation and convergence power. Hunan Broadcasting Group, as a early attempter of media convergence, has fish out a suitble way to achive this media convergence goal after a period of practice, and also get favorable economic and social benefits. The study of Hunan Broadcasting Group’s media convergence has a great practical significance, which could provide valuable experiences to reference and study for other broadcasting group. There’re also many domestic study of Hunan Broadcasting Group’s media convergence at present, however, most of them only aim at this convergence phenomenon of Hunan TV which as a single platform, and the macroscopic work of the entire group need to pay more attention.On the other hand, many studies conducted from a concrete perspective, for example, they just focus on marketing, channel or platform, and lack of systematic study. This paper make a much more overall systematic analyse than other relative studies. It works from a macro perspective of the entire group, and analyses the media convergence system form five aspects which is content, channels, marketing, industry and management.This paper is divided into five chapters. The first chapter is an introduction, main statement of purpose and meaning, definition of key concepts and literature review. The second chapter to the fifth chapter is the main part of the article. The main analysis of the Hunan Broadcasting Group fusion background, discusses the integration of Hunan Broadcasting Group performance in five dimensions. Next, Hunan Broadcasting Group’s media convergence performance of assessment, which analyzes the advantages and disadvantages.Finally, lack of policy recommendations for the integration of Hunan Broadcasting Group.