Research Of TV Media And Micro-blog's Fusion In China

Because of the development of micro-blog at an unprecedented speed coupled with the impact of atmosphere of media convergence, traditional media seek the possibilities to integrate with micro-blog for the voice in the micro-blog space,which is both an opportunity and a challenge for television media.Firstly, the paper given an overview of the current situation of the development of TV media and micro-blog under media convergence and analyzes the micro-blog under integration of media, TV media and audience characteristics and development trend on the basis of elaborating the concept media convergence. Micro-blog has changed the traditional way of communication and the form of expression. the audience feedback has produced a great impact on traditional media, but at the aspects of the production capacity, audience coverage, credibility and support of national policy in the content, TV media still has a huge advantage. How to break through the television media own attributes, system and management mode and the audience of media usage and other constraints, to seize the new opportunities for media development, interaction and micro-blog and social media is a bi g problem needs to be solved. The article summarized the situation at the present stage of micro-blog interaction with the television media and sumed up the interactive television media and micro-blog as:the shallow interaction, linear type information r eceiving; middle stage of interaction: interactive network of stereo type; deep interaction stage: customized program innovation. The interaction of each stage to some extent influence the change of propagation, the theme of the greatly enriched the social information resources, changing the habits of watching program for audience, affecting the way of dissemination of TV media, influence of the television media effect on TV media brand marketing. But in the process of interaction, there are still many problems that the unclear position of micro-blog TV media organizations, the weak consciousness of television media in the process of using micro-blog, the deficiency of personalization of micro-blog content, the lacking depth of the mining for hot topic, micro Bo content language official, disorder of information from micro-blog, "fission" communication is difficult to achieve, audience participation,the television media has little influence of micro-blog public opinion and the role of "opinion leader" has not been fully played.The last part of this paper, the author puts forward the interaction strategy of micro-blog and TV media from the six aspects as the ideology, work rules, product content, interactive way, marketing and the usage of product. In the aspect of work rules, TV media should establish professional operation team, clear the publication and process of micro-blog, establish the evaluation mechanism and security system,In the content of optimization, we should master the sending time and the frequency of micro-blog, prominent the features of micro-blog, regulate the dissemination of information, establish the credibility of micro-blog. In the interaction of audience, target audience should be subdivided, positively interacted and introduced to the micro-blog program to attract audience participation and various theme activities; in the aspect of marketing, TV media should determine the accurate marketing pattern through brand positioning, establish the matrix of micro-blog through the event marketing, increase the popularity of micro-blog and convey a unified brand image to the audience through the integration of communication of micro-blog and other media.