Study On The Development Of WeChat Official Accounts Of Provincial Television News Channel In The Integrating Media Era

Under the background of the gradual decline of the traditional media and new media in full swing development, how to make use of the advantages of the new media to improve the core competitiveness of traditional media, has become a problem worth thinking about. With the emergence of the trend of media convergence, We Chat Official Accounts has gradually become a traditional media’s test of testing the way of news dissemination and exploring the media convergence. CCTV news channel, as Chinese first national television news channel, now has been preliminary layup "two micro and one client" development pattern. For the Provincial News Channel, how to reasonably use We Chat Official Accounts to push the high quality of the channel news resources, improve the interactivity with the user, these would be essential.This paper takes the regional and local media as the research object, and takes the Sichuan TV Station News Channel as a case, through case analysis, in-depth interview,questionnaire survey and other research methods,We Chat Official Accounts placed in the Integrating Media Era, news integration framework of research on.This paper analyzed the development situation, the propagation characteristics of TV and We Chat,and the influence of We Chat Official Accounts for the traditional media news dissemination in the Integrating Media Era. Then it introduced the situation of Provincial TV News Channel using We Chat Official Accounts, and the interactive mode about TV news channel and We Chat Official Accounts. Taking Sichuan TV Station News Channel as a case, it analyzed the We Chat Official Accounts’ current situation, use effect and the existing problems, and then combined with the media fusion theory, starting from two aspects of content and organization, putting forward the corresponding solutions.The study found that the traditional media use of We Chat Official Accounts spreading news, not only make the release platform, the output media has changed, andeven completely broke the traditional news production mode and the mode of transmission. We Chat Official Accounts of Sichuan TV Station News Channel, although to strengthen the interaction with the user and broaden the channels of information channels have played a certain role, from the content selection and presentation form, it excited some problems about the originality,news nature,innovation and its promotion mode was single. In future development, try to strengthen the platform of mutual penetration,the contents of the different communication and the organization of the integration,and through integrating of existing advertising resources, developing micro mall, developing fans of economic,making efforts of exploring We Chat Official Accounts for new profit model.