Research On The Communication Strategy Of Urban Television Station From The Perspective Of Omnimedia

Urban TV station,as the mainstream media of a city,has always played an important role in the development patterns of the Chinese radio and television industries,owing to its wide spreadability and high accessibility in the local regions.With the arising of new media and the advent of omnimedia era,urban TV station faces the dilemmas of declined audience rates,reduced advertising revenues and increased competition pressure.Under the crisis,the construction of omnimedia is a crucial method for urban TV to improve their competitive force and communication capabilities.The problems that how to utilize omnimedia methods and technique to optimize the communication strategy and further enhance the communication power,are worth noticing for urban TV stations to discuss.This paper adopts the literature method and case analysis method to conduct the research.Firstly,starting from the evolution process of urban TV stations,the characteristics and the current development of urban TVs are analyzed,and the changes of the communication mode of urban TVs are also pointed out.Some fresh situations in the urban TVs are found,such as the duties of media personnel are more detailed,the feedback and interaction of audiences gain more attentions,the communication channels are diversified and the communication contents of the reported international sports events are increased,etc.Secondly,this paper takes the Wuhan broadcasting and television station as example and analyzes the current communication situations from the omnimedia perspective.In 2019,the Seventh Military World Games was hosted in Wuhan city.Wuhan broadcasting and television station,as the chief media for the Games,took its best effort to provide a comprehensive coverage of the Military World Games,which is another in-depth omnimedia practice,fully demonstrating the modern communication level and power.Therefore,this paper utilizes the crawler technologies to focus on the analysis of the communication contents,release time and release frequency of the Military World Games' related news,finding that some deficiencies such as the poor production of high-quality contents and the ignorance of deep applications of emerging technologies are existed in the communication processes.From this aspect,some problems of the Wuhan radio and television station could also be inferred.Combining the internal and external factors that restrict the development of urban TV stations,with the practices in the field of the international television media,using the theories of omnimedia communication,and aiming at the problems existed in the communication of urban TV stations,it is proposed in this paper to pursue the full-time recording and synchronous communication in the temporal dimension,emphasize the deep applications of emerging technologies in the spatial dimension,focus on cultivating specialist omnimedia talents in the subjective dimension,and enrich the urban TV station optimized communication strategies such as the expression forms of the carriers and techniques in the efficiency dimension,for achieving the enhancement of the urban TV station communication capabilities.