| Since 2012,the research on financial media has been one of the most concerned research topics in the field of Journalism and communication.In 2012,social media began to be popularized,and traditional TV news began to seek online transformation;in 2018,short video news began to emerge in a concentrated way,which put forward new opportunities and challenges for TV news columns to break through survival difficulties."1818 golden eye" was originally a livelihood news column of Zhejiang satellite TV.Through the exploration of online communities and content platforms such as microblog and BiliBili,it has achieved a successful transformation.It is a successful example of the online development of traditional news columns in the context of media.Through the study of this case,this paper finds out the key to the transformation of TV news media in terms of news production strategy,communication strategy and audience interaction.This paper is divided into three parts:In the first part,through the weekly sampling survey of news release of 1818 golden eye in three periods since its launch on Weibo in 2011,the sample data are statistically analyzed in the dimensions of the number and form of news release.In the early stage of 1818 golden eye,Weibo was used as the channel of its TV program's diversion and hot spot,and then with the help of short video news,the specialized content was realized Positioning and brand operation,and finally achieve a break;In the second part,through the analysis of the communication path and characteristics of 1818 golden eye on microblog and other social media,it is found that the audience of 1818 golden eye has changed from the local middle-aged group to the younger national audience.Through the analysis of the expected and actual satisfaction of this part of the audience,we find the formation process of the content orientation of the interesting livelihood news in 1818 golden eye.The third part,through the research of news production,communication,platform joint strategy,audience interactive development and other measures,finds the focus of 1818 golden eye to achieve resource integration and communication strategy change with the help of the financial media environment;the innovation of this paper is the first success of 1818 golden eye in the micro blog phenomenon level,and the traditional TV news in the context of financial media Combining the topic of transformation,this paper makes a comprehensive understanding and analysis of the content orientation,communication strategy and concept transformation of the media transformation of news columns. |
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