Research On The Development Of CCTV News Official Micro-blog Mobile Video Broadcast

Mobile video broadcast is the product of the recent development of the media and thecontinuous progress of network technology.In 2016,CCTV took the lead in the traditional media to launch a new attempt to live mobile video,through its CCTV news official micro-blog,with the majority of the audience to meet.The establishment of the CCTV mobile news network,CCTV mobile video broadcast hardware features upgrade again on February19 th,2017.In the background of media convergence,the central level media steps bravely,what form the development path and how to become the focus of this paper.This paper makes a quantitative analysis,for the 268 mobile video CCTV news broadcast the current statistics and analysis,understanding its theme mainly concentrated in the hot events,folk culture,science and technology three topics,and broadcast the peak time between 10:00-12:00 and between 14:00-16:00,a single live long dominated by 30 minutes to1 hour.At the same time,a questionnaire survey was conducted to investigate the use and satisfaction of the micro-blog mobile video audience.Through the questionnaire recovery and data analysis,sort out the current CCTV micro-blog audience mainly concentrated in the age between 25 and 35,male to female ratio is relatively balanced,and in degree distribution is mainly undergraduate and highly educated population.Through the analysis of employee satisfaction survey and data,the author found that the current CCTV news official micro-blog mobile video broadcast mobile video broadcast content still exists,the audience stickiness,loose technology and a team of professional delayed.To analyze the reasons mainly due to "CCTV news" the official micro-blog mobile video broadcast the lack of "gatekeeper",during the live broadcast and the lack of interaction is currently engaged in the broadcast of the traditional media practitioners transformation is not complete and other reasons.To this end,the author put forward the following suggestions:Firstly,it is to adhere to the mobile video broadcast in the "content is king" strategy.Secondly,it is to play the advantages of CCTV micro-blog social platform.Thirdly,Accelerate the fusion media transformation of the brand and the work team.Fourthly,Strengthen the hardware and technical research and development capabilities.