Development And Reform Of Prefecture-level TV Media In Anhui Province

From March to April 1983,the 11 th national television work conference was held in Beijing.The conference determined the construction strategy of "Four Levels of TV and Four Levels of Mixed Coverage" at the national,provincial,municipal and county levels.The meeting pointed out that in addition to the central government,the provinces and municipalities directly under the central government may set up television stations,other local governments,such as cities,counties and leagues,which are allowed by other conditions,may independently study and decide to set up television stations according to their actual development needs.Prefecture-level television media quickly seized the opportunity and entered the first period of rapid development.At present,the number of prefecture-level television media has more than 360,the number of TV programs more than 2,000.However,the prefecture-level TV media,which occupies half of China's TV industry,is in the bottleneck of development.Prefecture-level TV media are vertically impacted by multiple impacts of provincial satellite TV and central television,and horizontally squeezed by new media,especially short video media.As CCTV and provincial satellite TV stations began to invest in the production of TV programs on a large scale,online video websites,such as iQIYI,Youku,Tencent Video,etc.,also began to invest a lot of money to produce online TV dramas and online variety shows,the channels for audiences to obtain information are constantly expanding,and aesthetic ability has been greatly improved.However,the prefecture-level TV media still maintain the original program concept and production mode,and the audience is flowing to the new media platform and the central television station or the provincial satellite TV station on a large scale,and the prefecture-level TV media is being gradually marginalized.This article as one of the Anhui province the local mainstream media development situation investigation and study,in Anhui province around the city TV media as the research object,through visiting each prefecture-level TV media in-depth interviews with senior management,to collect first-hand information form the overall analysis of the current situation of prefecture-level TV media development in Anhui province.At the same time,through to the Anhui province prefecture-level TV media nearly three year income sources and income generation changes,the type of channel,the internal personnel structure,system and mechanism to analyze the specific reform measures and so on,and using the chart form for processing the data obtained,in order to more intuitive to reflect the change trend of prefecture-level TV media in nearly three years in Anhui province,thus it is concluded that the general rule of prefecture-level TV media development in our province,around the development of municipal TV media generally with the local industrial structure,economic development level,population,reform of systems and mechanisms and so on has certain contact.In recent years,with the deepening of the media fusion process,the mainstream media and new media to achieve complementary short board,advantages,continue to strengthen the traditional media in various media platforms to the mainstream public opinion guidance ability,and prefecture-level TV media is closely related to the local people's livelihood,and the local residents have irreplaceable proximity,is the mainstream media picking up an irreplaceable part of discourse.Matrix,how to build its own new media and new media toform a strong local competitiveness,pick up voice,deep local livelihood of the people and government service,through their own new media matrix to local content delivery to every potential target user,seized in local voice at the same time,expand its influence across the country.This paper carries out research on this,in order to solve the operation strategy of prefecture-level TV media in our province in the context of media integration,and break through the bottleneck of development of prefecture-level TV media in our province.