Analysis On The Media Convergence Development Of Provincial TV’s Terrestrial Channels

With the rapid development of digital technology, the segmentation of audience and the realization of cross media ownership, media convergence has become a very important issue in academia and industry fields of Journalism in recent years. Although the TV media is still the mainstream of the current social media, however its role of the mainstream media is becoming weaken with the impact of new media, and it is facing new opportunities and challenges.Under the circumstance of media convergence, people have made preliminary exploration-and practice of television media anc new media integration development. Many journalism academic scholars analyzed the impact of new media which the traditional TV suffered from the new media. They proposed strategies from different aspects in order to help TV media realize transformation and convergence development with new media. At the same time, researchers in the media industry learn from their own work practice, in order to finding out reform ways of CCTV, provincial satellite TV, and city TV station or county-level TV station to realize convergence with new media and achieve its own development. Of course some scholars are not optimistic about the convergence development of TV media and new media, and even feel that the traditional media must die, the reasons are as following. First the full or balance allocation of government makes television station lack of crisis sense and loss of market competitiveness. Second, cutthroat competition between each other leads the content tending homogenization and lacking of innovation. Third, the survival fundamental—broadcasting news and information—of traditional television was hit by new media’s rapid news dissemination, the operation support—advertising business model—of traditional television was impacted by new media’s digital advertising which are can be quantified and traced. Last but not least, traditional TV internal system management loopholes, and no or little action are the internal maximum consumption.This paper will focus on provincial TV station’s ground channel of traditional TV media. The definition of TV’s terrestrial channel is compared with the ground satellite channel. TV’s terrestrial channels are regional media and also known as common channel. It’s transmitting relying on towers and power is limited facing to the ground, for example, provincial TV’s terrestrial channel is only cover the province. However, satellite channels broadcast TV programs rely on satellite repeater, globally or across the country. The rapid development of new media brings opportunities and challenges to traditional TV media. However, the provincial television terrestrial channels are in distress. Those channels haven’t as much software and hardware equipment supporting as CCTV and provincial satellite TV channels to carry out some great shows and big ideas in the transformation road. At the same time, city television stations are trying to attract audience those are outside of new media, by more kind and being accessible ways. Therefore the operation and development of the provincial television station ground channels face more difficult.As an influential ground channel in Anhui Province, economic life channel of Anhui television station also practice and explore new development ways—being integration with new media. Anhui television economic life channel taking close to reality, close to life, close to masses as principle, taking Anhui localization as features, and taking pay attention to people’s livelihood as pursuit, to create thick kind atmosphere. This paper will take the economic channel of Anhui TV station as a case to study, combine with references and interviews to analyze its strategies in convergence development with new media. Those strategies include following--paying more attention to convergence development with new media, expanding the dissemination channels, operate WeChat and Weibo, releasing new media application "JingShiHui", diversifying news production editing and broadcasting, introducting new media personnel etc. Those strategies make the influence of the economic life channel of Anhui TV station continues to expand among Anhui TV’s ground channels. Indeed, There are many problems in Anhui economic life channel’s preliminary exploration of the convergence development with new media, such as integrating practice is limited on Weibo, WeChat and "JingShiHui", WeChat Official Accounts operate separately and lack of unified and effective management, news clues gathering is depending on hot line without Weibo,WeChat as the form,new media talent still lacking internal channels etc. This thesis will take Anhui TV economic life channel as a study case, concluding that of provincial TV station ground channels can take measures from communication idea, production mode, communication mode and management strategy to achieve better convergence development with new media.Hope this thesis can provide reference for other provincial TV station’s ground channels in convergence development with new media.