The Communication Strategy Of Media TV News Programs

As an important part of today's social life,Media's mode of propagation and content of communication affect people's life and production.In the 20 th century,newspapers,radio,television and other traditional media once became the major wave of the times.They spread the voice of people and ignited the passion of the times.However,with the development of digital and network technology,Internet,mobile phones,mobile TV and other new media come into our lives.The emergence of new media is undoubtedly a kind of encroachment and impact to the traditional media.So then,is the new media to replace the traditional media or save it? Are they the relationship of deconstruction or merging?This paper takes the Convergence Media news program “Knews” of STV as an example,to study the communication strategy of the Convergence Media TV news program.The main purpose of this paper is to combine the advantages of the old and new media,to promote the development model of the resource integration,content compatibility,mutual publicity and benefit co-prosperity among media.On the basis of communication theory,this paper combined with journalism theory,new media theory and host communication theory to study the communication strategy of the Convergence Media TV news program.This paper is divided into five chapters.In the first chapter "introduction",the author summarizes the results of previous studies and expounds the causes,purpose,significance,research methods and ideas of this research.In the second chapter “Core concepts and basic theories”,the author firstly clarified the core concept differences between the "intermediary" and "media",then explained the extension meanings of omnimedia and Convergence Media.On the basis of communication theory,journalism and new media theory,the author also analyzed the importance of media integration in combination with specific cases.In the third chapter “The Development motivation of Convergence Media TV news”,the author analyzed the huge impact of new media on traditional TV news and the reason of its sudden emergence.In the fourth chapter “Convergence Media TV news program's broadcasting formation”,the author used STV's Convergence Media TV news as an example and analyzed the technology,audience,content,media,news people and news organization characteristics in TV news program fusion from its program framework,program content,spread effects and so on.Finally,in the fifth chapter " Convergence Media TV news program's innovation and development",the author put forward the integration method of TV news and other media.The author thinks that it is not only to improve the media integration environment,but also to strengthen the "big data" applications and "user" management.And at the same time,it's necessary to improve the social responsibilities of TV news people and news organizations.The future's media environment will must be a hundred flowers blossom and a hundred schools of thought contend.The user's personal control will maintain a high growth trend in mass communication,and people will choose different media according to personal preferences.Therefore,in order to meet the users' portability,diversity and targeted needs,the Convergence Media TV news must be truly integrated.