Mango TV Micropropagation Study

The advent of the micro-era has changed the traditional way of information transmitting and receiving.People start to log onto Weibo and WeChat to gain information and meet their needs.Mango TV is the platform for Hunan Satellite TV,shifting into new media.It is a product of the hybrid between Hunan Satellite TV and new media platform.It combines the excellent resources of Hunan Satellite TV and Mango TV.As a representative of the new media,it also conforms to the trend of micro-propagation,develops new media platforms,and uses official Weibo and WeChat public platforms to promote relevant information of the programs and entertainments.In these ways they have attracted a large number of young audiences.The content analysis of Mango TV,Sina Weibo and the WeChat public platform can be mainly divided into five categories,which are the quantity and frequency of publishing,content composition,manifestation,interactive activities,and writing characteristics.In terms of release frequency,the daily average release volume of Weibo and WeChat remain at 16 pieces and 2.7 article;its formation of content focuses on program promotion and celebrity entertainment;its manifestations are mostly graphic and the forms of Weibo are a little richer than that of WeChat;interactive activities are online and offline linkages,and it tends to use internet buzzwords in writing,showing the style of rejuvenation.Mango TV micro-propagation has impacts on audience attitude and behavior.The influence on attitude is reflected in three aspects: cognition,emotion,and intention.In terms of cognition,micro-dissemination of Mango TV reshapes the audience's cognition;it emotionally satisfies the audience's needs;and it reinforces the behavioral intention.The impact on behavior is that it has more effects on audiences' selection behavior.Most audiences will like to fowarding contents and it has a greater impact on the satisfaction behavior of the audience and meets the needs of the audience for recreational entertainment and social networking,etc.The research results indicate that mango TV micro-propagation has problems of localization limitation,monotonous form,lack of interaction,single choice of topic and improper operation.Therefore,the article proposes three strategies: promoting "micro-forwarding",focusing on "micro-interaction",and concentrating on "micro-content".In the basis of this,it is believed that the dual micro-platform of Mango TV should have channel interoperability and function al coordination.