Research On The Current Situation And Countermeasures Of Media Integration In Anhui TV

In August 2013,the general secretary of Xi Jinping,at the National Conference on propaganda and ideological work,proposed to speed up the pace of media integration.In August 18,2014,the fourth meeting of the leading group of the comprehensive deepening reform of the Central Committee adopted the guiding opinions on promoting the integration and development of traditional media and emerging media,marking the rise of China’s media convergence strategy to the national strategic level.Anhui satellite TV as the official provincial TV,the role of the nature of their identity has an obligation to actively implement the strategy for development of national fusion of old and new media.At present,the development of new media is swift and violent,and the audience and market of traditional media are constantly being divided.In particular,micro-blog,WeChat,and all kinds of clients have been able to attract a large number of audiences in the media industry by virtue of their own unique advantages.In order to redeem the decline and retain the audience,the traditional media began to merge with the new media,and the boundaries between the various media have become increasingly blurred.This paper first introduces the background and significance of the media convergence development of Anhui satellite TV,and summarizes the research summary of the media convergence mode in domestic academia and industry,and explains the contents and methods of the paper’s research.Next,for the concept and emergence of media convergence,the concept of media convergence and the rise of media convergence are introduced.The rise of media convergence is expounded from two aspects: media convergence as national strategy and central multi sector promotion of media convergence.Then discuss the development status of domestic TV media fusion,introduced in the strategic layout of the development of media convergence and promote the development of media convergence in the two aspects of the channel;thenfrom the "central kitchen" type of news production and strengthen the visual coverage of the fusion research to explore the development of media in news production;finally,with the development of media convergence on the in the organizational structure;then analysis of Anhui TV media integration background and current situation,and the layout of Anhui TV media fusion is described from fusion of background and target,Anhui TV media fusion of Anhui TV media;Then the evaluation of Anhui TV media convergence effect and problems,this chapter from the Anhui TV and Anhui TV media fusion results fusion effect evaluation and Anhui TV media convergence problems in three directions are described,this chapter uses the questionnaire survey to the Anhui TV media fusion questionnaire,based on the analysis of Anhui satellite TV in the media the fusion problems such as media attention,lack of information fusion of active citizen force to control the lack of quality resources,social media interaction needs to be strengthened,investment and inadequate management of network television.Finally,accelerate Anhui TV media fusion,from determining the development strategy and ideological orientation,actively construct the media integration,build the core competitiveness,promote the depth of integration so as to realize the operation of TV integration,adjust the organizational structure,optimize the management mode and the reserve talents of media convergence are given in six suggestions.Finally,combined with the success of Anhui satellite TV’s media convergence strategy and the problems of the mainland TV media in the media convergence,the author provides some feasible transformation and upgrading strategies for the media convergence and integration development of the mainland TV media.