The Construction And Development Of“CCTV News” In The Mobile Internet Era

With the popularity of Smartphone and mobile applications, Mobile Internet has been one part of people's daily life and social activities because of its portability and interactivity. As the technology of Mobile Internet promotes new media platforms' development, traditional communication pattern has been changed greatly. CCTV, one of the most competitive mainstream media in China, has actively met and accepted the challenge by new media in order to achieve a breakthrough.To boost the convergence of traditional media and new media, CCTV has launched some major projects to improve its spread and influence power using new media thinking way for products. “CCTV News”, one of the major projects since 2012, has established an organic whole communication pattern including Microblog, Wechat and Mobile Application. From Microblog Verified Account to Wechat Verified Account and APP at last, the development track of “CCTV News” in mobile internet media platforms is consistent with the idea “news is the root of television station” that CCTV has been insisting on for many years.This study regards three new media platforms of “CCTV News” in the mobile internet era as research objects, and analyzes their construction and communication effects. Thus,we can rethink the lack of convergence of traditional television station and social media in practice and their trend in future.The first chapter introduces the research background and method. It combs the basic theory of new media and media convergence, and focuses on cases about traditional press especially television embracing mobile social media. The second chapter analyzes the reason why “CCTV News” has to communicate by mobile social media from a macro standpoint. The third chapter separately illustrates the construction and character of Microblog, Wechat and application named “CCTV News”. Then I summarize their similar functions: collecting news clues, living video information, interacting public opinions and spreading media brand. After investigating news production in CCTV reforming process in fourth chapter, I find that convergence of traditional media and new media all needs three stages: from parallel run through cross run to convergence run finally. Then fifth chapter is about the content of “CCTV News” which read by users. In this part, I select some samples systematically and encode them by content analysis. From the result, I grasp the character of “CCTV News” content and its present convergence state. Different from traditional audience rating to television, I recommend a new set of evaluation system about spread influence in sixth chapter.This paper argues that the construction of new mainstream media in convergence background asks for the thinking way like Internet. Based on users' needs, new mainstream media should pay more attention on users' choice of news and encourage them to take part in news production like UGC. Besides, it also requires mainstream media to enhance the different programming and begin market-based operation. Thus,our media can finally complete convergence.