Research On NPC & CPPCC Media Convergence Report Of The Zhejiang Radio And Television Group

The news production in the age of mobile internet is no longer the patent of media agencies.The openness and convenience of social media platforms have led to a substantial reduction in the cost of content production.The content advantages and channel advantages of traditional media have been eliminated.Traditional media want to survive under the new media ecological environment,it must embark on the road of transformation and integration.“Media Convergence” is the product of long-term research and practice under the age of media convergence.Media convergence report is also the reporting method used in news reports,how to carry on the media convergence report has always been a hot topic in the media industry.This article takes NPC & CPPCC Media Convergence Report of the Zhejiang Radio and Television Group as the research object,during the research process,it focuses on the mode,content,and form of the report,finds out the problems in the report,and puts forward some suggestions for the Zhejiang Radio and Television Group,tries to find a suitable way for the development of the traditional media.NPC & CPPCC report on Zhejiang Radio and Television Group has conducted a preliminary exploration of media convergence in 2015 and 2016,and has implemented strategic integration such as multi-screen interaction,content integration,and channel expansion.In 2017,media convergence news center was established in Beijing,and the news report was based on the “central kitchen”.The article focuses on the analysis of the mode,content,and form of NPC & CPPCC Media Convergence Report of the Zhejiang Radio and Television Group in 2017,and discovers new explorations in media convergence reports.After several years of continuous exploration and practice,Zhejiang Radio and Television has already had experience,and has also been a leader in the local radio and television group.The theme of the NPC & CPPCC Media Convergence Report is based on the public opinion,combined with the local characteristics in Zhejiang,It was more innovative in terms of content and form,and has won praise from audience and media such as CCTV and so on.However,there are problems in report,for example,technology,personnel,news production,etc,the classification and integration of the columns needs to be further optimized.In addition to the content,the subject should be close to public opinion,it needs to increase the audience's attention and insure the usefulness and uniqueness of the content.Third-party mobile platform for the promotion should also be vigorously strengthened,it must develop media convergence report column in a number of platforms,which can expand the scope of communication and improve communication effect.