Research On The Development Of HTV-1 Under The Competitive Environment In The Era Of Convergence Media

HTV-1 is a city television station in the traditional system in Hangzhou.In recent years,its channel operation and development has been under attack from new media waves as the same as the entire traditional television media industry.As a local TV station,its inherent disadvantages of insufficient capital and relatively narrow communication platform has been a weakness when it compete with powerful media like CCTV and provincial level television stations,which are under the same circumstance with threats from new media.Thus,as a member of city television stations with limited resources,HTV-1 has been pushed to the front and become the first tier to face the industrial dilemma.How can HTV-1 react when the winter comes? This paper attempts to utilize tools such as PEST analysis,Porter's five-force model and SWOT analysis,along with methodologies like case analysis and comparative analysis,to analyze the challenges and opportunities of city television station in the era of Convergence media by specifically pointing out HTV-1's internal and external environment,as well as advantages and disadvantages,while trying to find the right development path for the development of this Channel.At present,the media industry has experienced a rapid rise own to the further loosened system,increased capital and technological innovation which brings industrial upgrading.Meanwhile,HTV-1 is based in Hangzhou,a city with good economic situation and flourishing industries(for example,Internet finance,E-business,culture creativity),while its residents have higher spiritual and cultural needs.Thus,these premises provide a good environment and rich opportunities for the development of HTV-1.With a monopoly of channel resources,it has inherent advantage in aspect of credibility and affinity.At the same time,the channel has a number of high-quality columns with advanced industrial technology and equipment and professional program production team.These resources have ensured the accumulation of audio-visual data for years,and tried to make connection with new media through several successful cases of cross-screen transmission with the help of Convergence media.Through the research and analysis,this paper argues that,under the competitive environment in the era of Convergence media,HTV-1 should develop a strategy to adapt to the requirements of cooperation and competition in convergence media and take the integrated development path.Specifically,it means that this channel should consider the city's industrial development needs and its own resource features,in accordance with the strategic thinking of vertical integration and horizontal integration,to vigorously extend the upstream and downstream products in content industry.That is to say,it should extend the core competitiveness from the low value-added part of smiling curve(which is the production and broadcasting of program)to high value-added parts like research and marketing.At the same time,it is required to expand the original single channel business to create a distinctive industrial chain of urban television,cultivating a new pattern of industrial operation.During the development process,this channel should pay attention to media integration for all links,using Convergence media idea as a guideline for all-round development and operation,and ultimately striving to achieve the transformation and upgrading from traditional television media to the new media industry.The conclusion of this paper provides a development path for HTV-1,and it also has some inspiration on how to transform and upgrade for other city TV stations which have experienced the same dilemma.