Study On The Development Strategy Of Provincial Terrestrial Channels "Internet+TV"

With the rapid development of Internet communication technology and digital technology, the boundaries among various media has become increasingly blurred, and the approach that the audience access to information has become more and more diversified. In the rapid development of the information era, mobile Internet has become an indispensable part of our life. The new media has already changed the original media ecosystem as well as the approaches the people obtained information. The same information is landing on the human's mind via different channels. The traditional television media which once took the dominant role, is confronted with the challenges from newly flourishing Internet new media. With the new policies issued frequently by the State Administration of Radio, Film, and Television, such as “Order of Limited Entertainment”, and the enormous pressure of the new media, the television media is suffering great impact. After the reshuffle of the provincial satellite channel, the ground channel, which was marginalized in the competition, return and appear in the persons' vision once again. Due to the flexible program schedule, diverse program manufacture and geographical proximity, the development of the ground channel is considered to sprout again. However, currently, a variety of media are competing with each other for the market, and it is no longer the internal competition within the TV media, but a complex chess game situation which mixed with multi-power together. So the ground channel is also faced with the embattled development status.Currently, the problem which the television media staff need to face is that, under the trend of the convergence of the television and Internet and the supporting of the government policy, how the provincial ground channel could broadcast television programs more efficiently. The key is to promote the content creativity of the television program for the future development of the television media. In the meeting of the third session of the 12 th National Committee of the Chinese People's Political Consultative Conference, Prime Minister Li Keqiang, put forward the Action Plan “Internet +” firstly in his government work report. Then the government of Henan Province reaches a strategic cooperation with Tencent on “Internet +”. Therefore, the “Internet + Radio, Film, and Television” and the “Internet + Television” was coming up soon.It is a worthwhile topic for us to investigate how to use the momentum of “Internet +” to broadcast the in-depth and authoritative content of television information, and how to jointly and coordinately use the big screen of television, PC terminal and the small screen in the mobile phone of the end user to build a quicker, better, stronger and new kind of broadcast channel. Besides delving into the screen content, the Henan TV City Channel, the leader of the provincial ground channel, is opening up the new communication channel of program source by continuously learning and emerging the source of the new media. In the meanwhile, with the complete penetrating of the new broadcast channel “1+N”, it realizes the multiple level transformation of “Internet + Television.”This paper firstly introduces the research background and significance of the topic. Putting the survival status and the problems of the provincial ground channel as point of penetration, this paper aims at searching a shortcut for the “Internet + Television” of the ground channel. The author has profound work experience and data accumulation in the Henan TV City Channel. Through the outline and organization of the experience from city programs in the trial of “Internet +” such as the “City Channel”, “Music Competition Show Between the popular TV presenters”, “The Appointment between the popular TV presenter and FAN” and so on, the author makes further conclusion, and then endeavours to find out the driving force of the growth of provincial ground channel under the downward situation of the conventional media. Mining the present situation is to find a better, more direct way to grow. Looking for theory from practice, explores sublimation and then fed back into practice, for more future development of provincial terrestrial channels to provide experienced help and support. This paper seeks theoretical basis from experience, and then feeds back into practice after discussion and promotion, in order to supply experience and theoretical supporting for the development future of more provincial ground channels.