| News,TV plays,and entertainment programs are called the troika for a TV station to promote audience rating and advertisement revenue.A TV station relies on its news programs,among which morning news can be seen as the “evergreen” as it has become a key program under much attention from the station since its creation.In the era of media integration,TV morning news programs are facing strikes from the new media: subjects brought by media integration,impact from wechat and microblog,influence of big data and cloud computing,threats from network news and self-media.All the above must be considered when determining the content and format of TV news including morning news.In other words,if current TV morning news programs do not consider or apply these factors,it won't be long before their end!This article tries to organize characteristics and communication effect of TV morning news in different political and economic backgrounds through studying several reforms of Jilin TV morning news program within the past 20 years.Content communicated by the new media tends to be fragmented and iterating,which makes it more suitable for the rapid life pace in modern times;new media have more convenient communication approaches,and enable the audience to browse the latest news anytime anywhere,which further alters TV news program audience preference toward timeliness,comment acceptance and interaction.It analyzes the influence on program development of communication technological means and audience preference,and the impact on TV morning news of network news and new media under the background of media integration,combining the situation of each national TV station during different periods.It also analyzes how to apply platforms and technologies such as “wechat and microblog” as well as big data in order to accelerate media integration and interactive sharing,to promote continuous innovation and development of TV morning news,to adapt to requirements of the times and self reform,thus to keep an invincible position in news competitions.In the current era of media integration,media integration and the development of morning news programs can be well achieved only through sufficient studies on audience preference,new communication technological means,and changes of TV news within the new media era. |
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