The Development Analysis Of County TV Station On Mobile Internet Era

Since the reform and the opening up,the TV broadcasting industry has experienced rapid development by leaps and bounds.It was once the single most dominating form in the media sector in the past.The past few years ushered in a mobile Internet age thanks to the thrive of science and technology.In the mobile Internet era where changes are happening to transmission mode and concept,the county-level TV stations are facing unprecedented challenges to their subsistence,but meanwhile there are also tremendous opportunities of development.This paper focuses on the self-produced TV programs,personnel structure,TV channel setting,TV commercials operations and etc.in Zhong Yang county,Liu Lin county and Xin Xian county in Shanxi province to look into the common problems affecting the subsistence and development of county-level TV stations.The problems are mainly relating to the following five aspects:1)limited means for obtaining profit and lack of investment;2)backward mindset and lack of innovation;3)rigid administrative regime and lack of momentum for development;4)unbalanced personnel structure and inadequate competence;5)obsolete broadcasting platform and insufficient interaction with audience.Rome was not built in one day.Such problems were accumulated over the long period of development,but they are not beyond repair.The mobile Internet age features people-to-people transmission,transmission by sharing and fragmented information transmission,which were realized mainly through WeChat,Weibo and various Apps.The abovementioned features and mode of transmission should actually be highly coherent to the transmission rules and modes of county-level TV stationTherefore this paper raises the following three advantages of county-level TV station in the age of mobile Internet.One is that the county-level TV stations are closer to ordinary people,and thus are advantageous in terms of time and distance to the access of daily life of people.The second is that county-level TV stations are community-based.They have advantages in focus and people connections.The third is that the county-level TV stations have wide coverage and comparatively fixed personnel.By analyzing the disadvantages and advantages abovementioned,the paper discovered a suitable path where the rules of transmission in the mobile Internet age apply.That is the county-level TV stations can seek for breakthrough by achieving changes in the following five aspects:transmission thinking,transmission approach,transmission mechanism,transmission contents,and transmission channels.As a theoretical research into the development of county-level TV station in the mobile Internet age,this paper mainly uses the following methodologies of research:case study,comparisons,interviewing,and a combination of quantitative and qualitative research.All aimed to reach a objective,scientific and accurate result.Based on the studies,this paper indicates that the county-level TV stations,as the "most grass-root traditional media",is reasonable and necessary to exist,and as long as they develop by the rules of transmission in the mobile Internet age,they will walk out of the current difficulties,and even achieve greater development.