The Development Strategy Of Civic News On TV Under The New Media Ecology

At the beginning of this century,with the deepening of China's media system reform,the monopoly status of television media was gradually broken,many local stations fell into the plight of survival,civic news came into being.Because it coincided well with our country's political context and the social atmosphere,civic news programmes lived up to the expectations of the public,holding up the golden curves of the ratings of TV Station,and bringing rich economic and social benefits to them.With the arrival of the new media era,the three "media",namely mobile terminals,intelligent hardware,live streaming applications,have profoundly subvert the media ecology.The traditional boundary of communicational power is gradually removed,and traditional media are again faced with huge challenges.As a once sharp weapon of "news breaking out",civic news programmes have also encountered an unprecedented survival crisis.They are not only faced with the cliff-like decline of ratings and income,but also with the difficulty in integration with new media.With the ten years' development of Zhengzhou TV's star programme "What to Say" and its failed reform of integrating media as a starting point,combined with the successful transformation of traditional media cases,this paper explores the innovation,transformation and sustainable development strategy of civic news under the environment of integrating media,by adopting the research methods of literature analysis,case analysis,contrast analysis and quantitative analysis.This paper first introduces the purpose and significance of the research,secondly combs the development course of civic news,and reflects on the mismatch between the development process and the original intention of the "Great Civic Life".Then,it combines the theories of communication and journalism,etc.,to analyze the viewing needs of the new “digital natives” of this digital era,and explores the content innovation of civic news programmes from the aspects of subject selection,report form and editors' thinking innovation.Finally,This paper studies the strategies to improve the integration of social media,such as developing multiple platforms to aggregate social media,building new media matrix,developing community economy and advertising originalization and so on,through the selection of channels,the change of operation mode,the strategy of brand upgrading,and establish an internal entrepreneurial mechanism,in order to provide a relatively comprehensive reference to the development of the integration of media for civic news.