Research On The Problems And Countermeasures Of The Content Production Of Radio And TV In Jiangmen Under The Background Of Media Fusion

At present,in the context of media integration and development,the audience's needs and behaviors,transmission channels and content production modes of broadcast media are changing,which makes the broadcast media face a huge threat to survival.In order to study how urban radio and television media should use content production as a breakthrough to solve survival problems,this thesis is going to analyze radio and television content as a product,and finally analyze the status,problems,and countermeasures of urban radio and television content production.How to reform the structure of radio and television organization to adapt to the development of media integration has a certain reference to the core content of urban radio and television.Jiangmen Radio and TV is selected as the research object,and the influence of external environment on the content production of Jiangmen Radio and TV is focused by literature method.The author collects the organization structure,production process,audience demand,content production quantity and quality of Jiangmen Radio and TV content production,and combs out Jiangmen Radio and TV content production status,problems,countermeasures and other ideas through discussion.Then,the author analyzes the traditional media and new media use habits,audience satisfaction with content,and content transmission channels by using a questionnaire.First of all,the external environment analysis of Jiangmen Radio and TV is described from the macro environment(political,technical,economic,social)and micro environment(competitive environment,comprehensive strength of Jiangmen City,Jiangmen Radio and TV audience group analysis).Then the introduction,history,strategic positioning,organizational structure and content production of Jiangmen Radio and TV are elaborated in detail,so as to carry out an internal environmental analysis of Jiangmen Radio and TV.Second,in such an internal and external environment,the three problems analyzed in content production are as followed.The total demand for content supply and media integration in Jiangmen Broadcasting do not match;the production platform for content production in the financial media is not perfect;the content production does not achieve full process integration.The reasons for the formation are as followed.The strategicpositioning of content production is not clear;the content production department is fragmented;the content production system is closed;the content production organizational structure is lagging behind.Finally,according to the analysis of the problems and causes of Jiangmen Radio and TV content production,the countermeasures are put forward.Firstly,clarify the strategic positioning of media integration by establishing the top layer design and completing the content supply side reform;Secondly,optimize the entire production process,build an open system,and thus transform the content production process;Thirdly,reform the organizational structure that supports content supply by innovating the organizational structure,human resources system,and financial management system.The research found that with the development of media integration,the concept of radio and television content production has changed.The radio and television media(including its own new media)should independently produce news content according to the needs of the audience and jointly produce or independently produce various forms of programs such as various shows,film and television dramas,cartoons,and documentaries other than news.This process includes a series of links such as program development,planning,interviewing,shooting,production,post-editing,packaging,multi-media integration communication,interactive feedback,re-dissemination,content evaluation management,and content trading.Second,under the background of China's National conditions,traditional radio and television media have an uncompetitive production of news and other content in their respective regions.The media integration has expanded the dissemination channels for radio and television media and is changing its production process,which brings development opportunities,not threats.In order to adapt to the trend of media integration,the city radio and television must carry out content production and supply reform,optimize and open content production process,and reform content production organization structure.Third,content production should introduce value theory and cost control,and establish a scientific assessment system for the production of content in the media.Urban radio and television are subject to capital investment and regional restrictions.Only in the fields of news,education,food,tourism,and documentaries can they play a "localization" card,can improve the audience loyalty,market share,content production quality.