Research On TV News Commentary Program Under The Background Of Media Convergence

In recent years,the rapid development of Internet technologies and the growth of new media have become an important force in the media environment that cannot be ignored.The audience's habits in media usage have been changed because of the huge amount of information,instant propagation speed and the smooth interactive experience in new media.The television media,the most authoritative and credible medium,is holding more resources.However,traditional media under the impact of new media still has to adapt to the change of the media environment and explore the media convergence to achieve the long-term development.)TV news commentary program is an important part in Chinese media,which represents the advanced media productivity.The exploration under media convergence is the only way which must be passed to achieve the development of television news commentary programs.This research also satisfies the academic requirement in the development of TV news commentary program.What's more,the study not only has strong theoretical significance,but also has important practical significance for the development of media convergence.In 2016,CCTV Chinese international channel launched the first TV news commentary program in China named "Chinese Public Opinion Field".The program has become a highlight in the development of convergence of television media and new media through novel and cutting-edge types of positioning,clear creative goals and fresh forms of interaction.In the short term,the program has been praised by the industry and the audience at the same time,The program has a high reference value for the development of television news commentary programs in the context of media convergence.Therefore,the China's Public Opinion Field is used as a research case in this article,and mainly uses literature analysis method,content analysis method,in-depth interview method,case study method and other methods.This paper firstly defines the concept of Media Convergence and TV News Commentary Program,sorting out the main points based on related research issues in recent literatures and determining the contents and methods.Afterwards,it analyzes the current challenges and opportunities on television news commentary programs from the perspective of changes in the media environment.This paper uses the research framework and research perspectives of media fusion theory to analyze China's Public Opinion Field through the positioning,content,form,new media operations,and program effects of TV news commentary programs.The study finds that the program meets the basic requirements of media convergence,to a certain extent,reflects the integration of traditional media and new media content,the effect of linkage in form,and highlights the flexible use of social thinking in all-media communication.However,the program still has deficiencies such as a single point of view from the perspective of the audience,limited feedback from the interactive session,and the lack of conformity of the content with the secondary distribution channel.Then,this paper combines the results of interviews with program directors to find the main reasons behind problems from the perspective of media fusion theory:insufficiently integrated thinking,excessive attention to ratings,and narrow audience perspectives.Finally,this paper proposes the optimization countermeasures for the shortage of China's Public Opinion Field.It is necessary to promote ideas upgrading and system adjustment at the macro level,while improving the capacity of media production and the new media operation level at the micro level.