| Traditional media are struggling in the age of the Internet, its transformation and upgrading are urgently. As regional TV media, provincial terrestrial channels are not only suffered from new media but also CCTV and satellite TV, trapped in the storm. However, we should realize that the most destructive impact the new media has on traditional media is the relationship between the media and the users. If traditional media want to succeed in transition, we must reconstruct the relationship with users and get the support of users. At the same time, the traditional media's internal competition is also the competition of users in the final. So, provincial terrestrial channels also need to get the path and build equal, friendly and mutual relationship with users to get rid of the plight.Through the case study of Shandong qilu Channel, Jiangsu city Channel, Henan city Channel and other typical provincial terrestrial channels, we sum up mainly three paths which provincial terrestrial channels build relationship with users: first, with local content to attract users, through comprehensive localization of news, variety and service to cater to the users' recent psychology, let users satisfied when using; second, with full interaction to connect users, by users participation in program, show real-time interaction, online community interaction, offline activities interaction to enhance the engagement, group identity of users and to improve the experience of users, enhancing the users' viscosity; third, with extension service to gather round users, give public service and online to offline marketing service for users favor and trust, thus feedback ratings. Although the development of the relationship between provincial level ground channel and users is faced with some blocks, we should believe that with the development of technology, the provincial terrestrial channels will be able to build friendly partnership with users. |
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