Research On Strategy Of TFTV Of Chengdu Radio And Television

Internet-based new media makes fierce challenges to traditional media.“To be or not to be” is real question for every traditional media professional.Media integration and cross-border convergence has becoming an inevitable trend.It's a crucial mission for the traditional media to ensure its remodeling process by the way of using the Internet to achieve a series of goals,such as changing the slide situation,dealing with competition,integrating resources and building platforms.However,most traditional medias,especially reginal based media,are not prepared for this wave of transformation.This challenge,is vital for TFTV,a Chengdu-based local radio and television.After continuous exploration and innovation,TFTV of Chengdu radio and television gradually found an approach suitable for its own development model of media integration and cross-border convergence.By the end of 2016,TFTV Internet video new media ecosystem was released officially at the fourth China Network audio-visual conference which symbolized the realization of strategic transformation for TFTV.The work presented hereby attempting to explore the formulation,implementation,guarantee and evaluation of the new media strategy adapted by TFTV Internet video of Chengdu radio and TV station under the circumstances of media integration and cross-border convergence.This work,which is based on the theory of strategic management,from macro environment analysis,industry environment analysis,competition environment analysis and internal environment analysis and applies the following management tools: five forces model,EFE matrix,IFE matrix,SWOT analysis model and other management tools.This work has discussed following issues: 1)How to build a program on a theme that would be popular in population in Sichuan;2)Highlighting the characteristics of Sichuan culture,that would be future of local market;3)How to identify localized regionalized strategic cooperation with the Internet median giants through resources exchanging,4)Building a cost/effectiveness technology platform,5)How to use the popular media channels of Internet video giants to accumulate sizeable fans,6)How to build up a new profit model by servicing manufactures directly to change the traditional model of media,which is secondary sales model,relying on the user's attention mainly,and achieve its goal of breaking the “burning money” nightmare,and 7)How to build an ecosystem with its own advantages.Through this work,we successfully established a strategical transformation approach for TFTV.We raised funs successfully under this strategy and provided a useful reference for the transformation of traditional media,especially those which is shortage of funds,technology and platform users relying on single profit model.