Research On The Platform Development For Media Convergence Of Hunan Broadcasting System

The rapid development of information technology brings the profound change of the media ecology,TV as a very important media form in modern society,under the new technology environment,social environment,into the era of "big video" multidimensional competition,is facing the challenge of comprehensive.Combining with the changes of national strategic requirements,technological progress and the development of the industry,the concept and cognition of media convergence is being accelerated into the living practice of the development of Chinese media.Traditional radio and television media to grasp the initiative in the information change,must be based on the Internet,self innovation to realize characteristics platform into the depth of the fusion,solve how to attract a huge number of users how to innovative business model,to platform thinking throughout,completed the independent control of media platform type.With the practice of media convergence,a large number of mainstream media have begun to strengthen the platform construction and develop the platform.Hunan Broadcasting System is a pioneer in the positive change.In recent years,HBS has emerged from an independent "dual platform" integrated development path.Mango TV,is based on the integration of transformation based on the resource support of Hunan Satellite TV to Mango TV medium for fusion,promote new media strategic position,locking the whole terminal video industry,through the platform,build a modern communication system.Mango TV has advanced to the fourth place in China’s video industry in terms of active user scale,per capita usage time and other indicators.HBS media convergence platform development depends on content advantage will be the audience to users,build new media platform,on the content and technology to achieve the double integration platform,and relying on channel video industry ecological construction layout,on the basis of service users from the aspects of advertising,member,IP derivative continuously explore cash value.This article from the content convergence,channel convergence and management convergence of three dimensions,combining with the two-sided market theory of industry economics,clarify the media platform and the concept of media,analyzes the HBS building in the process of media convergence new media platform,platform layout ecosystem,explore the practice of platform business model.It is found that in terms of content integration,the integration of business categories is uneven and the content products are not rich enough.The content production process should be innovated with theproduct thinking,and the content supply should be enhanced with the PGC plan.In terms of channel integration,its channel platform development is insufficient,lack of sharing transmission platform,should promote the channels and the content of the benign interaction,social development and application based on video platform,perfect platform ecosystem;In terms of business integration,the mechanism of synergy development has not been smooth,lack of fusion media appraisal incentive mechanism,the new media platform profit pattern is still single,to reconstruct the organization structure,optimize the talent structure,revitalize the stock resources,insist on content advantages,dig vertical market segment profit space.