Research On The Innovation Of Hunan Traffic Broadcasting News Program

The participation of new media,the "narrow" broadcast of broadcasting,and the four-level operation have made the competitive environment of the broadcast news ecosystem more intense.At the same time,the media usage habits of the audience are undergoing tremendous changes.The mobile and fragmented information receiving methods have become the mainstream.The interactive participation behavior is more frequent than before.The use of multiple media to obtain news information has become a kind of New trends.These changes have made it difficult for broadcast news programs to cope with them for a time,and the pressure on their social and economic benefits has increased.Therefore,the Hunan News Channel news program can only seek breakthroughs in this dilemma if it is timely and innovative.The high development of the external technology environment also provides the power and conditions for the Hunan Transportation Channel.Under this innovative background,the Hunan Traffic Channel news program has been innovated from four levels: program production,program function,communication form and program marketing.In the production of the program,it broadened the channels for obtaining news clues,strengthened the in-depth reports,and optimized the programming method.In terms of program functions,it enhances the interactivity and service of the program through a series of measures;in the form of communication,it integrates with new media,not only makes the news program content available through online audio software and its own self-built media.The exclusive platform spreads,and also realizes the distribution of richer news content on the social media account by means of text,picture,video and audio.In the program marketing,the host is organized and the offline activities are carried out.It also created a good brand image for its news programs.The implementation of these innovative measures has brought considerable market benefits,good social benefits and high industry evaluation to Hunan Transportation Channel.However,there are still some shortcomings in the innovation of Hunan Traffic Channel news program.First of all,in terms of media convergence,its strategic layout lacks new ideas and is not highly integrated with new media.Secondly,in terms of news content,there is a lack of "difference" compared to broadcast news programs of other frequencies.Finally,its backward news production system is also a constraint to its continued innovation.From the current innovation conditions of Hunan Transportation Channel,it can be envisaged that its broadcast news programs can use vehicle networking technology,"AI" artificial intelligence and other media technologies to innovate the new mode of broadcast news production and dissemination in the future innovation,and create customized news and broadcasts.Smart Media" News Center.At the same time,it can also enhance the quality of program content by exploiting the advantages of car networking and strengthening user thinking and other broadcast news production and communication innovation concepts.Finally,it is possible to expand the social impact of the program by realizing the “communication and sharing mechanism” with local urban media,recreating the broadcast production and communication innovation mechanism centered on media fusion.