| Big Data has the characteristics of huge, diverse, high-speed, low value,authenticity. It is not only a means, it is also a kind of strategic thinking. The development and application of Big data, breaks the inertia inherent potential thinking of people. As one point of the thinking of internet, the use of cross-border integration of the thinking of Big Data, promotes the change of social industry. And it also brings a significant impact in the application and change of the television media.In this paper, it from the angle of sociology, communication studies and audience,use the method of literature analysis and case analysis, explores the innovative applications of Big Data, in three areas of television news production, television marketing and television ratings survey, etc. view the problem in the television media applications of Big Data. Big Data breaks out the original production process of TV news, expands the sources of TV news and information, enriching the TV news type and form of news presentation. Big Data changes the inherent TV marketing model,promotes the development of TV integrated marketing, enhances the accuracy of Marketing Focus, will boosts the brand marketing and predictive marketing of TV. Big Data subverts traditional TV ratings survey mode, provides a possibility to build a "cross-screen viewing evaluation system". But there are many risks in the applications of Big Data, The issues of data authenticity, the privacy of audience, the monopoly of data,is should be paid attention to in the application of television media of the Big Data in the future. So, only through understanding the pros and cons of the Big Data fully,strengthening the construction of a shared database, strengthening the self-discipline and the training of technical personnel of TV media, enhancing the data quality of media practitioners, we can promote applications of the Big Data in the television media better,accelerate the change and transformation of traditional TV media. |
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