Analysis On Development Strategy Of New Media In Xi'an TV Station

With the development of Internet technology and mobile media platform,the new media represented by web browser,microblogging,microblogging and client is replacing the traditional TV media status as the main channel of information dissemination and "watching TV".Let the Internet,the traditional television revenue continued to fall,increasingly difficult to survive.In this situation,China from the central to local levels of television began to take the initiative to dock the network,the introduction of new media elements to promote their own reform,for the media market,a few years to Hunan TV as the representative of some provincial television stations have been in the development of new media On the brilliant achievements,and pulled away the distance to its competitor,at the same time,those who trApped in the traditional concept of hesitation have paid a huge price.Xi'an TV station as a sub-provincial city local television station,in a clear view of the rise of new media trends and other television stations after the failure of successful experience in 2011 began to gradually enter the "two micro-end",opened its own new media development,Today,has been formed to the official microblogging,WeChat,"wireless Xi'an" client,Xi'an network and other new media as the main communication platform for the flourishing of the good situation,the initial completion of the traditional television media to melt media transformation.However,in the face of strong competitors in the domestic new media market,Xi'an TV station in the new media content production,communication channels,experience strategies and other aspects are still immature,departmental media products in the form of the phenomenon of the soul of the prevalence of common domestic media The development of the new media development of Xi'an TV will not only have a better development prospects,even the achievements made in the past will be all lost.This thesis summarizes the inherent logic of the development of new media in the traditional media,the development of new television in Xi'an TV and the successful experience of developing new media in other television stations,which are based on theoretical exploration,experience summarization and personal practice.Through the rigorous reasoning of the use of content for the king of the production strategy,multi-channel propaganda of the communication strategy,a comprehensive integration of business trips,people-oriented reform strategy of the four major ways to Xi'an new media development status of the comprehensive reform of the reform measures in conclusion.This thesis is divided into five parts.The first part elaborates the background of this thesis,summarizes the current situation of media integration and new media development theory both at home and abroad,and explains the meaning,purpose and research methods of this research.The second part of the media integration of this television station to develop new media,the basic means of content,incentives and morphological analysis.The third part is based on the experience of Xi'an TV internship,respectively,from the external environment of Xi'an TV and the internal environment of the two aspects of Xi'an TV new media development phenomenon in-depth analysis.The fourth part chooses Shenzhen TV as a research sample,summarizes its practice in developing new media.The fifth part explores the main strategic methods of developing new media in Xi'an TV on the basis of the first four parts of the work.The research results of this paper have a good reference for the new media transformation of Xi'an TV station.