Research On The Construction Of Beijing TV Public Service In Internet Environment

This thesis analyzes the development of Beijing TV under the trend of technological innovation and national policy through over 30 years.At present,mobile internet is developing rapidly.Traditional media its position and influence has been seriously shocked.People get various information from different ways,which constantly disperses people's attention to the television and alters people's understanding and recognition toward mass media simultaneously.As well as the audience rating and its influence decreasing,TV income has decreased badly.In the face of such media development,this thesis,combined with developmental features of new media and some latest cases from the BTV sation,will begin from 4 aspects.Firstly,a systematic reform should be carried out in the BTV.As public institution,the BTV station should introduce enterprise management system.For now,in broadcasting and TV system,BTV station has both characters of public institutions and enterprises.Therefore,to fully implement the enterprise management system in public institutions and ensure national public opinion guidance,we should take advantage of the market to sell BTV programs so as to provide support for the market-oriented technology.Secondly,TV program system has to be fully upgraded.TV programs and its production take a central position in the BTV.All the sections of the upstream and downstream BTV as the hub are directly and indirectly influenced by the TV production.Despite TV production cannot make direct economic benefit,it is the source of BTV industry that attracts public attention and create public values.Thirdly,new media has upgraded the BTV communication means.Under new technological circumstances,network communication has become one important channel with great interaction and massive diversification.What's more,It has virtual,anonymous and uncertain characteristics,which brings new and profound changes in channels between new media and traditional media.The most conspicuous characteristic is to change the traditional broadcasting mode into dynamic and interactive mode.Finally,means of BTV management needs to be developed.Much pressure has been brought by heavy dependence on the income of advertising.The saturation of advertising market gradually bottlenecks the TV station management.The increase of advertising market continues to speed down,especially after yearly global financial crisis,the advertisement of consumer goods always slumps.In the meantime,investment in advertisement inclines to major TV stations,which causes polarization.This thesis analyzes that,combined with the latest domestic cases of convergence media and the latest communication ideas and means of BTV-cellphone interaction,BTV adapts to the innovative development in the wave of mobile internet with new communication technology.