Mode,Feedback,Optimization Strategy:A Study On The New Media Reform Of TV Channels In Media Convergence Perspective

In the Internet age,the way of information dissemination has undergone earth-shaking changes,and the voice of traditional media has been constantly impacted and dispelled by new media.In 2019,the Central Political Bureau first meeting,general Secretary Xi once again mentioned the promotion of media convergence to the depth of development,and attached great importance to the issue of media convergence.Under the dual transformation of the media environment and the social environment,the convergence reform of traditional media has entered a new journey.CCTV's media convergence follows the principle of channel priority and channel self-operation,and actively tries to convergence different ideas with the channel as the center,and has achieved certain results.This article takes the CCTV1 as the research object,and through the channel's efforts in media integration,it peeks into the characteristics of the new stage of TV channel transformation.In the discussion,the in-depth interview and content analysis qualitative and quantitative methods are used.First of all,it sorts out the dilemma and changes in the media convergence of CCTV,leading to a new layout of system reform and channel first.Secondly,according to the first-hand information obtained from in-depth interviews and content analysis,the new media transformation mode of TV channels is analyzed from the aspects of content,channel,technology and management mode.Then,based on the user feedback data and the experience of the users,the effect of CCTV1 media convergence is judged.Finally,summarize and reflect on the problems existing in the media convergence of CCTV1,and propose optimization strategies.The media convergence of CCTV1 presents a strong convergence attitude in the output and conversion of content resources,and establishes a new production communication mode from the production of a single program to the content conversion of the whole media,with content promotion channels,technology,organizational structure and management.The new convergence model has helped CCTV1 new media users to achieve rapid incremental growth within three years.The most popular content topics are national history,excellent deeds,cultural education and so on.However,due to the lack of well-maintained channels,content operations and user operations are rarely changed.Many users go to 'sleep' and have low social participation.The fundamental reason for the increase in user increment is that the TV channel insists on TV thinking to operate new media,thus weakening the functional and platform characteristics of new media,and simplifying the new media into a new propaganda channel with the ultimate goal of reviving traditional media.Transforming user thinking,taking new media as a standpoint,tapping the real needs of users,can truly do content and users,and push the channel from incremental development to deep integration.