Research On The Communication Strategies Of People's Livelihood TV News Against The Background Of The Converged Media

As a type of television news,the people's livelihood TV news has become a darling of the news circle with its unique news form from the beginning of its birth.By its highly ministrant contents and surplus news sources,it has brought enormous social and economic benefits to the column of people's livelihood news column with its high audience ratings and high yield rate.With the birth of the new media,the communication environment in China has undergone tremendous changes.With mobile electronic devices changing the ways people receive information and the development of personal media strongly impacting on the traditional media,an area featuring the converged media has arrived.The traditional people's livelihood news programs are faced with serious loss of audience,continuous decline of the audience rating,diversion of the advertisers and other difficulties.It has become a topic for the theorists and practitioners to discuss “where will the people's livelihood news go.”This article takes City: Keep Watch,an ace people's livelihood news of the Jilin TV Station,as an example,to analyze its communication strategies under the background of converged media,and conclude that there are three main points in the communication trend of people's livelihood news under the background of the converged media: first,the interaction between the TV station and the internet.It carries out cross-platform cooperation to achieve the integration of the news contents and the broadcast platform;second,it promotes the new participated by the citizen,to enhance the effectiveness of news and achieve the integration of production and consumption;third,it reshapes the professionalism in the journalism,to forge an all-media collecting and editing team so as to realize the integration between the talents and the team.To develop the people's livelihood TV news in the context of the converged media,we should carry out a comprehensive media revolution in such aspects as the content expression,media competition and social function of the people's livelihood news.But in the transformation,various people's livelihood columns have also witnessed a lot of problems.On the basis of analyzing its problems,this paper puts forward five points of the communication strategies of TV people's livelihood news under the background of the converged media: first,optimize the communication concepts to overcome thedisadvantages of “homogeneity”,second,achieve in-depth converged media,to create “a central kitchen”;third,extend into multiple fields,to avoid the “echo room effect”;fourth,improve the attainment of journalists,to build an all-media team;fifth,have personalized posts,to promote the use of new technologies.This paper attempts to analyze the developmental trend of the converged media and decipher successful cases,to provide methods and ideas for the converged media development of the people's livelihood TV news.