A Research On Network Survival And Competitive Strategy Of TV Media In Convergence Media Age

In nowadays,tri-networks integration is developping,Internet Plus is in full swing,the development of television media is facing a double challenge.In this environment,the transmission of television media has been affected,not only from a single linear communication to non-linear interactive communication,but,more important thing is to achieve the television media which has been difficult to achieve the sharing of resources,which forcing the television media to transform into the media convergence,establishing cloud platform,contenting acceptance and transmission.And,the audience scattered,the decline of advertising sharing,authority of television media was disintegrated,all of these problems asking television media to develop appropriate measures.At the same time,the rising of digital media makes the traditional TV media has been threatened.Digital technology in the Weibo,WeChat,the client and the other communication platforms has been applied,Adding the spread of micro live and micro animation,micro-animation and the same forms.Multi-screen mobile terminal areas are the scale of the field of development.All this technology is not only a challenge,but also an important opportunity for development.It's very importent to seize this opportunity to adhere the "content is king" principle,breaking through itself,using big data technology to create high-value television programs.Also,it should focus on experience,using new technologies to expand the development of television media.The correct mainstream values should be promoted.At the same time,it should expand the communication channels,practicing multi-screen linkage mode of communication,so that advertisers can be accurate advertising.This series of measures could make television media and digital media have competitiveness in the network era.This paper is divided into six parts to discuss.The first part is the introduction,briefly stated the research-background and research-purpose,domestic and foreign literature review and research-methods also were given.The second part is to define the television media,digital media,the developing of concept of network and television media network.The third part discusses to the structure of competition between TV media and digital media.This paper mainly analyzes four things.The present situation and problems of the development of TV media in China.The impact and influence of the Internet on the traditional TV media.The development of the digital media in China.The analysis of competition and cooperative relations of television media and digital media.Especially the fourth part discusses the television media network survival case analysis.Three typical cases has been analyzed,the TV media operating model with two cases illustrate: 1,the road of Guang Xi TV media integration,analyzed the development of Guang Xi TV station under the background of network,and analyzed the operation mode with specific program.2,the new development of television media under the We Media background.Also,explaining the launch of television media by analyzing CCTV News Plus APP.With the goddess of the new clothes TV reality show for a example to explain the innovation under the media convergence.The fifth part is the television media network competition strategy.In view of the previous analysis,the author analyzes the content of TV media,user experience,technology,advertisement delivery and communication channel respectively.The sixth chapter concludes with another explanation of the purpose and significance of this paper,pointing out the space for further study.In order to make the TV media keep a steady developing in this time,this research analyzed the development of direction and trend of TV media by case based on the competition and cooperation between TV media and digital media,and tries to study the survival and competition strategy of TV media in the digital age.