From Exclusive Broadcast To Original Creation:the Investigation Of Mango Mode's Content

This paper takes Mango TV as the research object,takes its content development strategy as the research content,takes the "Mango logic" of media convergence reflected in the content development strategy as the problem orientation,and takes the development situation of Mango TV from 2014 to now as the research background,and tries to make a analysis of the "Mango logic" of media convergence.According to the three distinct development stages of Mango TV from "independent broadcasting" to "original creation" and then to "unique creation",the overall arrangement is four chapters.The first chapter discusses the logical relationship between the "independent broadcasting strategy" of Hunan satellite TV and the initial construction of Mango TV platform from the perspective of historical opportunities and the development law of the Internet industry.The second chapter discusses the logical relationship between "self-made originality" and the development as well as growth of Mango TV from the perspective of "content self-made originality strategy" and supporting measures.The third chapter analyzes the logic of the current and future development of Mango TV from the perspective of "unique strategy" and the connection between strengthening the characteristics and influence of the platform.The fourth chapter makes a comprehensive analysis and summary of the logical relations involved in the media convergence practice of mango TV in each stage,and makes a constructive discussion of the structural difficulties in its development.Through the content investigation of "Mango mode",we find that in the 6 years of continuous development of Mango TV,its content strategy has also experienced the continuous upgrading from the sole broadcast to the original and then to the original creation.As its content strategy conforms to the law and logic of the Internet video industry in the first half of the competition for traffic and the second half of the blog content,and gives full play to the content advantage of the broadcasting gene,Mango TV has developed into the fourth in the industry and become the first among its peers to realize profit,thus walking out of a unique development path different from others.