Study On The Communication Strategy Of WeChat In TV Media

IVAt present,with the rapid development of media technology,media market and communication formsare constantly changing,WeChat,micro-blog and other new media with its unique characteristics of the media occupy an important position in the development of the media.Today,the network of mobile TV,Internet platform TV and other forms of new media,such as mushrooms,endless,which brings unprecedented pressure on the traditional media.The popularity of the Internet and the popularity of the rapid development of the mobile Internet TV,which provides a realistic requirement for the current reform of traditional television media.In fact,the media and the media together,learn from each other,has become today's media scene: on the one hand,relying on the traditional television new media television can expand its propaganda and communication channels;on the other hand,the new media TV can also rely on the traditional TV to enrich and deepen its connotation.At present,with the rapid development of Internet media,media convergence has become a trend,and the trend of the spread of such as a single spark can start a prairie fire,can not resist,a huge impact.Such as micro-blog,WeChat two new media tools,not only have the propagation speed is convenient,but also have the advantage of interactive features,the use will quickly seize the market,won widespread praise of the public.At the same time,such as newspapers,radio,television and other traditional media units are also keenly aware of the benefits of the Internet media,have established their own social media platform for the internet.In particular,WeChat has become the most direct catalyst user platform,because of its longest,high activity,strong interaction characteristics,many traditional media have also gathered on the platform,into high-quality resources,is an important means of bonding of the audience.Media platform is not only a tool for communication,but also a micro broadcast station,it would achieve real-time news,information and other push,grasp the user's real-time news easily.WeChat is rich in various forms,contributing to the width and depth of the channels of TV programs.Under the new situation,the public became holding a microphone sound,everyone can become a tool with the emerging network media from the media,so as to break the traditional media on the control ofpublic opinion,the one-way communication mode in the past to upload now double interactive transmission mode change.It is worth emphasizing that the development of new media,the end is not representative of traditional media,both in the dissemination of the contents and means of communication,complement each other,can be combined with comprehensive development of both sides,and ultimately achieve powerful combination of advantages of fusion.Based on the above,the author selected the topic of "Research on communication strategy of TV media WeChat,Henan TV reported lock" city "as an example of WeChat communication platform,so as to make the consideration and Research on the feasibility of the development of television media with the WeChat platform change.At the same time,in the course of the study,the author tries to find out that the WeChat platform plays an extremely important role in the process of TV news media communication.Specifically,it has brought a series of changes to the traditional TV industry,such as the setting of news content,the way of communication of news and information,the means of communication,the audience interaction and so on.First of all,the development of new media in the context of the Internet is growing rapidly,which brings impact and challenge to the traditional TV media,but also brings a good opportunity for development.On the opportunity: on the one hand,the homogenization of television programs,entertainment,financial media forced the reform and transformation of the television stations.On the other hand,the traditional TV media have their own Internet new media do not have the advantage,but also can absorb and use the new media technology use,ground channel is not more policy restrictions,can not achieve national coverage advantages,Henan TV "city report" is to seize this opportunity,insist on doing local news in the province,perennial ratings ranking.Secondly,this paper analyzes the construction of the official WeChat platform of the city report,in the era of media convergence,the quality of content production is still a competitive weapon in the television media.According to the Henan TV "city report",the application of the new media of the Internet has brought a good opportunity for the development of its form and content.Such as WeChat and other Internet emerging micro platform for easy participation can greatly enhance the two-way interaction between the media and the audience,which greatly enhance the ratings of the program.At the same time,you can also deepen the media and the audience's two-way adhesion(ie,dependence),in promoting the development oftelevision audiences to the younger,while ensuring the stability of the TV media market and ratings.We know that the young audience will slowly grow old,so seize the young audience to cultivate their viewing habits,for the development of TV media,is to maintain a growth rate of the loss of future audience.Social media has always been in a flexible interactive way to win the audience favorite,the audience at the same time,to watch and listen to the harvest information,by forwarding,sharing,@(named directional spread some group or individual)etc.can be extended to show greater scope of the audience,and the audience can timely comment on the way,to evaluate the program or TV media,which makes the TV media or program can receive the audience feedback information effectively,to change the media program content,program update,promote the renewal and development program.From the contents of the push can also be seen out of the city report locked for urban population,people's livelihood concerns,education,health care,social security and other people's livelihood,more social,service,proximity.In addition,according to the mass communication theory of "agenda setting","integrated communication" of "city" in We Chat reported the contents of the public number set,there is a good question half success,at the same time through the fusion of images,video and audio and other communication resources to achieve the "fusion communication" objective."City reports" push news in the use of audio and video,pictures,text,animation,making it more visually intuitive,can help the user to see the text in things,improve the spread of influence.By comparing the Internet under the background of a series of new media platform,the author found that "We Chat" this tool to strengthen and improve the effect of news dissemination of traditional TV media,play a more important role especially significant,greatly enhance the interactive media audience participation.At the same time,due to the WeChat tool is a new Internet carrier,the traditional TV media in the use of WeChat to achieve self-development process,is also facing a series of challenges and difficulties.Based on this,the author selected the research,in order to be able to through case analysis and comprehensive consideration,for the domestic television media WeChat communication development to provide feasible strategies and suggestions.