The Research On The Construction Of The Omnimedia Ecological Chain Of Guangdong Radio And Television Station

At present,the media environment has changed dramatically.The rapid diffusion of mobile Internet and fast development of new media have significantly undermined the traditional media.In China,many radio and TV organizations have lost lots of audiences and therefore the probability declines.How the traditional media survive in the new media environment and find a workable media integration way for radio and TV to construct the omnimedia ecological chain is a problem to be solved without delay in the media industry.This paper chooses the omnimedia ecosystem of Guangdong Radio & Television,a typical example of construction of the omnimedia ecological chain for radio and TV,as the research object.Use the case analysis and compare the omnimedia ecological chain with three other radio and TV organizations including Hunan Television,Shenzhen TV,and Phoenix Television.Besides,verify the hypotheses of the omnimedia ecological chain of Guangdong Radio & Television through investigations and interviews.After the research,we find that during the omnimedia ecosystem construction,Guangdong Radio & Television has conducted a series of revolutions and innovations on the platform,channel,contents,products,and services.For instance,construct the network platform and operate WeChat and Weibo platforms to develop channel ability.Adhere to the philosophy that content is king,pool high-quality resources from every platform and build a new content ecosystem.Strengthen the user-oriented interaction.Build the T2O+O2O profit-making model through online and offline activities to establish a new marketing ecosystem.