Research On Media Convergence Of Municipal Level Television In Anhui Province

TV media has renovated its living situation with the development of internet.Since 2000,the viewpoint of television extinction has been widely reported and speculated.The data from the account division of National Radio and Television Administration,PRC displays that total income of domestic advertising of radio and television was 151.875 billion,which decreased 1.84 percent year-on-year.It was the first time that advertising of radio and television showed negative growth in recent years.To improve the hard situation,since the 18 th CPC national congress,the CPC Central Committee which led by general-secretary Xi has implemented new policies to converge traditional and new media.Traditional media from all districts in China,piloted by main central media,positively tried to explore constructing all-media platform like mode of central kitchen.Currently,the majority of domestic scholars focus on media convergence of central and provincial level media,ignoring the media in each district and city.Anhui is adjacent to Yangtze River Delta but its economic development got behind with Shanghai,Zhejiang and Jiangsu because of its marginal geographical location.Compared to provinces above,in Anhui,idea of media development lags and media is in urgent need of the talent.As a result,the Matthew effect arose—the media in Shanghai,Jiangsu and Zhejiang became stronger and stronger,however,that became weaker and weaker in Anhui.The thesis takes several cities in Anhui as objects of study and concentrating on current situation of media convergence.The data was mainly from field survey,assisted by literature review,case study method,comparative study,data analysis.I hope that through findings of the research,city media in Anhui may get some practical development patterns,in addition,the academia can take it as reference.