The Choice Of Development Path Of TV Media In The Perspective Of Value Chain

This paper combs the exposition of the important academic concept of "Media Convergence" in recent years,analyzes the concrete connotation and several evolution modes of the Value Chain theory.This paper mainly discusses the path selection such as create the new media platform Mango TV of the Media Convergence of Hunan TV station through literature analysis,field investigation and interviews.And analyzes the development strategy and operating mechanism of Mango TV in recent years based on the value chain theory,from four aspects about the value chain structure,profit model,the value of the main body and channel operations.This paper points out that building and developing Mango TV is an effective response to the reality challenge of TV media in the mobile Internet era.It is a careful choice for Hunan TV station to explore the process of media convergence and transformation.A series of data show,under the support of national policy and the guidance of the value chain theory,Mango TV grows rapidly,has certain market competitiveness and future development potential.This paper mentions that competition is becoming more and more intense,Mango TV challenges and risks are also growing.As the traditional media channel advantage gradually reduced,Looking for a new competitive advantage in the value chain,and a clear value chain optimization direction has become the most important.This paper puts forward three competitive strategies: mantle strategy,differentiation strategy and centralized market strategy,and puts forward the optimization direction.The paper concludes that TV media will become the audio-visual financial platform,the evolution of media ecology leads to the upgrading of channel operation mode and the reengineering of content production process.The value creation platform is effective,and the value of the system gradually formed.