Exploration Of TV News Commentary Program In The Era Of Media Convergence

On March 20,2016,CCTV4 of the Chinese International channel launched the first media convergence of the TV news commentary program China's Public Opinion Filed,which opened a new mode of TV news commentary program."Public opinion field index in China" refers to the degree of heat with the media via the big data public opinion analysis system grabing public opinion topics in 35million personal and official Wechat accounts and a total of 10000 websites including news websites,e-paper,BBS,blog,Sina Weibo,WeChat,search engines,and will be displayed as a public opinion list according to the heat degree.List of public opinions is based on this list.The program specially set up a "virtual auditorium",so that the audience can use their smartphones to participate in the whole process,asking questions and sharing ideas.On the other hand,the program can reach its aim of "the latest public opinion,the hottest topic,distinguishing right from wrong,building consensus" in the process of communicating withe audience by such media mode.With the concept of multi-screen interaction,the program connects the online with the offline channel and uses the convenient means in this social media age,such as QR code,to open the entrance to the discussion of live TV broadcast.In the main program framework,there are another three parts:"List of public opinions"."Buzz words search" and "You review,I review".Each part aims to lead the public opinion with the discussion of some topics.The power point of news communication,the official Wechat account of the program,has three custom menus.namely,the "Chinese and western index"."Online interaction" and "I".Through the"online interaction" channel,users can enter the discussion page and form a "digital community" through the Internet.The program uses the method of network broadcast to realize the diversification of TV communication means and maintain the public attention of the program in the non-broadcast stage.In the age of social media,users' autonomy is expanding,and the pursuit of information covenience has changed the way people get news and use information.China's Public Opinion Filed,with the help of a new form of media convergence,makes full use of UGC to extend the content of the program.The program connects private and official two public opinion fields,directly faces with hot public opinions.Agenda setting changes from the pattern of media-audiences,into the pattern of to user-media-user.This way will undoubtedly lift up the status of Internet users.Social media focuses on interaction and sharing.Interaction is the natural attribute of the Internet.The process of interaction is considered as the process of group creation.It is through the shift of these ideas that China's Public Opinion Filed has taken the lead in the competition of the media convergence era.However,there are still many problems left for the program as it is a "initiative"in China.Due to the excessive pursuit of post-production,the content of the program is too "fragmented",and the form and content are not perfectly integrated.The fragmentation of information communication will result in the status of "information overload".The problems such as lack of attention and fatigue are exposed,which requires the post-production team to pay attention to the balance between content and form.The large part of "hard news" and the lack of the competence in the "media convergence",need to be improved by softening the language,the column and the host,and enhancing the guest quality.In the aspect of maintaining users' stickiness,the program should pay attention to the cultivation of users' sharing awareness.For the current Chinese television,the urgent thing is to transform the traditional TV for the new TV,and with emerging media,to create the mainstream media hand in hand.But in practice,it has faced a lack in power for a top design and in the institutional support and else.China's TV news commentary program in the future,needs not only to learn from good programs,but also to break new ground for using big data to make news,making interactive news and developing and integrating news.