Research On Media Convergence Development Of Hubei Radio And Television Industry

With the goal of "based on Hubei,facing central China and radiating the whole country,adopting new network,new platform,new media and new business",Hubei broadcasting and television has demonstrated its determination to build a provincial-level radio and television aircraft carrier and occupy a leading position in the development of national broadcasting and television industry.However,with the rapid development of new media,more and more traditional media users are shifting to new media channels.And with the strong competition from other local broadcasting and television industries,Hubei broadcasting and television industry is facing the dual challenges of industry reform and the competition in the same industry.Therefore,promoting the integration and development of traditional broadcasting and television with new media is the inevitable choice for broadcasting and television of Hubei to transfer the challenge into develop opportunities.On the basis of summarizing the current situation of the development of Hubei broadcasting and television industry,this paper combines the theory of new public management,industrial integration and industrial competitiveness,analyzes the developmental motivation of the media integration of Hubei broadcasting and television industry and pointing out the external competition and internal development gap,the promotion of industrial policies and the support of technological development are the main driving forces for the development of the media integration of Hubei broadcasting and television industry.Then it introduces the integrated development practice in the construction of new media group and platform.Based on the theory of competitiveness and existing related research,an index system for evaluating the media integration development capability of Hubei broadcasting and television industry was constructed.The factor analysis method was used to evaluate the media integration development capability of Hubei radio and television industry.On this basis,combining with the development practices of some provinces which have the strong developmental ability of media integration,then the premise,foundation,guarantee and key conditions for the media integration development of broadcasting and television industry are obtained.Through the horizontal comparison with other 17 provinces and cities,the conclusion is that the ability of the media integration development of Hubei broadcasting and television industry is low.According to the evaluation results and the status quo of the development of media integration in Hubei broadcasting and television industry,it is pointed out that the management system lags behind and the efficiency of resource allocation is low,the structure of talent team is unreasonable,well-known moderators are scarce;the capacity of content production is weak,the core competitiveness is not strong;the media platform has less influence,the market competitiveness is weak and the profit model is single,and the whole media industry chain has not yet formed,which are the main factors that restrict the media development of Hubei radio and television industry.The development of media integration is an inevitable trend in the development of broadcasting and television industry in the new media era.Hubei broadcasting and television should take advantage of this trend.The article concludes with suggestions on improving the policy measures for media integration and development,optimizing the talent system for media integration and development,establishing innovative thoughts for media integration and development,and creating the leading industry platform is a feasible path to promote the integration of Hubei broadcasting and television industry and improve the contribution rate of broadcasting industry to Hubei's economic and social development.