Research On The Transformation And Development Of Traditional TV In New Media Era

In recent years, the Internet are continuously upgrading driven by capital strength and social needs, and gradually evolving from a tool and channel into a connected platform,and that bring human society into a fusion type of ecosystem. All of this has brought a huge impact to the traditional TV media, it is not only reflected in the transfer of the channel,but the concept of, fundamental and even systematic subversion.Based on this background and environment, as the traditional media,if the TV do not to make self innovation and transformation, it will be in a passive position in the information revolution. This paper is the analysis and discussion on the proposition of the transformation of TV.Along with science and technology progress,the mobile Internet, the network video, the mobile phone games,and the big data were booming and sweeping China’s media market Since 2013.TV media are being erosed the new media ecology of the erosion of, and are facing the crisis like split-flow of audience, the continued decline of advertising revenue, and the serious loss of human resources, and the era of “TV is king” has gone forever.In the face of severe challenges and crises, since the 1990’s, the major TV media in China has begun to set foot on the road to the transformation of media convergence, through the stages of television stations, network vedio stations, multi terminals fusion and so on.However, due to various subjective and objective factors, the pace of China’s TV transformation is still very slow.In the tide of information communication revolution, the leader ofTV industry Hunan Broadcasting System(HBS) is the pioneer to embrace the change, it is the first to implement new media strategy and declare the beginning of the journey of media convergence.It’s new media practice can be divided into two stages :Golden Eagle Net and imgo-TV.Hunan Satellite TV first contacted network in 2004 and seted up its core network platform- golden eagle net. its development have promoted the fusion of old and new media, increased the channels for the promotion of TV programs, and enhanced the influence of the Hunan Satellite TV.In 2009, HBS created imgo-TV to focus on the online video industry. In April 2014, HBS mix the Golden eagle net and imgo-TV together to establish t new imgo-TV.In may, new imgo-TV implemented sole broadcast strategy in order to built their own platform. Imgo-TV now covers online video, Internet TV, Hunan IPTV, mobile TV and other business, and it’s network ecosystem is initially builted up.HBS has strong talent resources, content resources, audience resources, these core resources are the prerequisite for it’s success of transformation and upgrading.Imgo-TV is the carrier of the overall transformation of HBS and it’s media integration. After more than a year of efforts, imgo-TV is the first to create a path of transformation and upgrading.At the terminal level,imgo-TV created a cloud of multi screen media ecology by set ting up online video platform, creating imgo-TV App,producing OTT TV etc.In the aspects of contents, it implemented sole broadcast strategy,built “Malan mountain wisdom made” self brand, and created the personalized interactive content, and adhered to the differentiation and characteristics of content strategy;On the reform of the system, on the onehand, HBS set up the group, made a restructuring and a transition to market players and got public for gathering the capital advantage, to improve the industrial layout and build the mango industry.On the other hand, it extended the TV industry boundaries, tryed to create “TV+Electronic Commerce”, “TV+the real economy”,“TV+Telecom” and other diversified cross-border cooperation models.There are still some problems in the development of imgo-TV.Currently imgo-TV profit model is not clear, while the technical bottleneck leading to poor user experience, and, compared with commercial video sites, the content is still scarce.To solve these problems,the first imgo-TV can learn from the experience of the HULU model, put on a personalized, interactive advertising to enhance the effect and improve the income.As the sametime, it should carry out the low price and the differential price strategy to develop a user fee habits.Secondly, it should increase technology improvement efforts, to provide users with more smooth, more clear perception experience. Finally, it should support the quality original content to make full use of Long Tail Effect in the media market, and buy resources around the user needs to innovate and enrich the content system.