Under The Background Of "Internet+" TV Platform Welfare Activities Research

On March 5,2015, premier li keqiang on the 12th session of the 3rd session of the National People's Congress (NPC) government work report "Internet+" plan is put forward. Since then, "Internet+" has become a national strategy, in various fields for the future development direction. "Internet+" background, the television media into the fusion development in the new period, platform type is the medium of the future development of the mainstream media mode. At the same time, the awakening of the public welfare concept, the arrival of the age of Internet public TV platform plays a more and more important role. Internet thinking and technical means for TV platform public welfare activities has brought new opportunities and challenges."Internet+" three transformation for TV platform public welfare activities, respectively from the traditional public thinking to "Internet+" good thinking; From a single to donate to a variety of Internet technology application norm; From it alone raise to resource integration platform. As a result, public welfare activities show the characteristics of four new TV platform, namely the plural form of cross-border cooperation, focus on the user experience, diversity, resources allocation efficiency convenient online entry transparent. Thus, TV platform mobilization mechanism present online linkage characteristics of public welfare activities, the first is issues set up public welfare activities; The second is identity shaping; The last is the integration of linkage. To achieve the purpose of public welfare activities to mobilize.TV platform at home and abroad for reference, the public welfare activity is presented in this paper, on the basis of classic case, summed up the three TV platform of public new modes:first, the daily condition, based on "user experience" mode of "public interest"; Second, under the emergency state, based on the "mobile Internet" emergency public service mode; Third, the phenomenon of public welfare activity level, based on "cross-border integration" model of festival. TV platform public welfare activities, however, there are still lack of awareness of transboundary user lack of thinking, the plight of single product experience. To coordinate multiple subject to public platform innovation brand; With "user center" concept in terms of product design; Public welfare projects digital optimize product experience process.