The Change Of Organization Structure In Radio And Television Media Industry Under The Background Of Media Convergence

With the rapid development of new media technology,subvert the ecological pattern of our country'sradio and television media.When the media convergence impact the radio and television media strongly,radio and television media can change the organizational structure to adapt the content production mode in the new era and improve production efficiency and profits,which can develop and grow the industry chain.Organizational structure reform is the key element of media convergence.If the radio and television media want to get real effect of media convergence,media convergence can't stay in the level of technology,policy,economy,channels and so on.Only in-depth the organizational structure integration and reform the benefit sharing mechanism can make radio and television media succeed in the wave of the internet.The research object of this paper is organizational structure of our country's radio and television media under the background of media convergence.The paper uphold the mentality about asking questions,analyzing and solving problems.In this paper,based on the literature analysis,case analysis method and comparative research method,combined with the media organization process reengineering theory,media contingency theory,media complexity theory.First of all,this paper analyzes the reason why radio and television media changes organizational structure,that is to say,dynamics analysis.Then,combs the four stages of our country's radio and television media organizational structure change of the status quo.There are four big dilemma in organizational structure revolution:the backward organizational structure and high and new technology,the lack of organizational structure and organizational strategy,the lack of organizational structure and the system construction,organizational structure and the resistance of vested interests.And analyze the deep reason of the emergence of the dilemma,identifying the reasons for the following systems and mechanisms is aging,lacking power of revolution;organizational structure is pyramid-style structure,which bounds productivity;organizational structure exist two skins phenomenon,which lacking internet genes;the development of radio and television media is not clear,the cost of change is high;there are cultural barriers,which lead the organizational structure is incompatible;media staff have resistance mood,the revolution has big obstruction.After clear the reason,this paper takes Hubei radio and television,Hunan radio and television,SMG such as examples,combscountermeasures and suggestions about organizational structure reform under the background of media convergence.Due to the structure following strategy,this paper carries out five countermeasures and suggestions to change the organizational structure of radio and television media,such as whole media strategy,platform strategy,strategic capitalization,maker culture strategy and optimize the internal management about radio and television media.Specifically,establish platform type of media,establishthe whole media central kitchen system,build business partner mechanism,reform performance evaluation and incentive mechanism,optimize the organizational control mode and so on.In the practice of our country's radio and television media organizational structure change,also need to explore gradually,such as choose progressive reform or disruptive change,which is depending on the pressure of external environment and internal organizational structure change.In the concrete reform process,our country's radio and television media can combine their own actual situation,choose a different way to restructure department or organizational reconstruction,etc.