| TV civic news is very popular among audience in China, because of its civilian perspective and its concept of being close to civics as well as serving civics. However, the development of new media that rely on the Internet technology, such as Weibo and Wechat, has broken the stable triangle model of mass media which consisted of newspaper、radio and television. Consequently, facing the challenge of new media, TV civic news has to change its way of communication, and to embrace the trend of new media. New media, especially, social media as mentioned above(Weibo and Wechat), provided excellent platforms that makes the online communication much easier for people. At the meantime, TV civic news programmesalso place a great importance on communication. So, social media is such an indispensable tool for TV civic news show to have better interaction with audience. Given the social media, user generate content is possible. Audience can post picture news and video news on social media anytime and anywhere as if they are reporting live news. On the other hand, the traditional media also can post news and reports on their official account of social media. As a result, traditional media is able to gain more news resources from various channels by bringing new media into the chain of TV news production. In short, as long as TV civic news programmestakes new media into further consideration, can they become more diverse and enlarge their target audience. This can be seen as the principle for TV civic news to break though the bottleneck which restrict the content variety and profoundness.This dissertation did a case study of a TV civic news programmes, ‘News in Focus of ETV’which produced by the Economic TV Channel ETV of the Hunan TV station. Since this TV programme is a typical TV civic news show which explored a lot about new media but did not gain a desirable result, therefore, this dissertation aimed to give practical strategies for further development of TV civic news programmes based on the exploration of new media that‘News in Focus of ETV’did. As for methodology, this dissertation mainly used three methods of quality research, including second resource analysis, content analysis and case study. This dissertation studied this case in two main aspects, one is its characteristic of content. In the terms of the programme’s structure、image and sound, as well as its way of news push on social media. Another is its brand strategy under the environment of media converge. In the terms of marketing and brand strategy, TV civic news programme in the age of new media is supposed to combine traditional media with social media. Also to build favorable brand image through create various media platforms, and to maximize the value of “civic” by turn audience into users. By doing the case study of “News in Focus of ETV”, this dissertationconcluded several strategies of production and marketing for other TV civic newsprogrammes. |
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