Study On The Communication Strategy Of Xi'an Radio And TV Station's "Act Of Political Affairs" In The Background Of Media Convergence

Under the new trend of communication,the traditional media structure has changed.Television ratings as a traditional media have dropped sharply,and the number of users has reduced a lot.For provincial and prefecture-level media,the TV program for political affairs aimed at the local people's livelihood and has a natural attraction for local residents.It has become an important brand for TV stations to reconstruct users.With the continuous development of the Internet,various types of emerging media have emerged in an endless stream.This provided new means of communication and channels for television politics,attracting more and more audiences of different ages and social backgrounds,and helping to better shape Media credibility and government authority.In order to better promote the development of television politics programs and win a place in the fierce media competition,it is imperative to optimize its communication strategies.Under the current background of media integration,TV political program can no longer rely solely on content to win,but rather to open the platform and bring the authority of traditional television media to integrate multiple media platforms such as broadcasting,mobile phones and the Internet.All-round interaction,deeper into the wider public.Observing the numerous television and political affairs programs can reveal that not all traditional media have been attached to importancein leveraging new media.Therefore,the author conducts research on Xi'an Radio and Television Station's “Time to Question” program,and analyzes the forms,characteristics,program distribution effects,advantages,as well as disadvantages of Xi'an Radio and Television's “Time to Question” and refers to other similar programs.Besides,to analyze the media integration context,the file program should take optimization strategies,to achieve better development,and provide a certain degree of references for other similar programs.The study found that under the current situation of continuous development of television and government affairs programs,the “Care of the Government” program actively used theInternet platform to establish a dialogue channel between the people and the government and achieved certain dissemination effects;however,there was also a formalization and online Weak interaction,low brand awareness,and no return mechanism.Through the analysis of its advantages and disadvantages,it has been found that only the formal innovation,the interaction between the online and offline platforms,the promotion of talent integration,and the establishment of a long-term mechanism for tracking visits are the long-term development plans for the “Time to Question”.