Research On The Construction And Development Of Platform-based Media

The emergence and rapid development of new media and mobile Internet technologies have changed the overall configuration of social resources,and have also changed the entire communication environment,bringing with it certain media changes such as communication channels,communication modes,and media operations.The loss of audiences in newspapers and magazines is serious,and it is embarrassing to shut down,and traditional television media are also faced with a crisis of survival.In terms of traditional electronic media television,the permeation of new media on the one hand,and the natural advantages of sociality and interaction,continue to divide the market share of traditional media;on the other hand,the boot rate of television media continues to decline,and the ratings continue.In the doldrums,the status of advertising revenue is decreasing year by year.The power of traditional media and new media is changing.This has given the traditional media a wake-up call: The glorious period has passed.If it is not transformed and transformed through media integration in time,it will eventually be eliminated by the trend of the Internet.In the context of media integration and “Internet+”,the concept of platform-based media came into being.The concept of platform-based media was born in 2014.The definition of the academic community is also continuously explored.Compared with traditional media,platform-based media has the characteristics of high-dimensional media: Communication platform is open,communication content is shared,the main body of the dissemination is diverse,and professional control capabilities.In recent years,media at home and abroad are actively engaged in media integration.Continued new achievements on the road to media integration,In essence,the process of media convergence is the history of the evolution of platform-based media,and the concept of final media integration also refers to platform-based media.As a traditional media,TV is facing the impact of rapid development of mobile Internet technology and emerging media,and its platform transformation is inevitable.TV media has undergone a platform transformation,with advantages and challenges coexisting: Large audiences,large-scale attention,many years of authority,credibility,influence,market potential for development,and the strengths of TV media itself are all advantages of TV media transformation;obsolete organizational mechanisms and management models,and dissemination,the transformation of the audience from "audience" to "user" has made it difficult for the platform to create,which has also brought great challenges to the television media.This article selects the media transformation practice of Hunan Broadcasting and TV as a case,analyzes the platform transformation strategy of Hunan Radio and TV,which is based on channel,content is king and industrialization operation,and explores the idea and path for TV to build platform media.Provide some references for the development of television media in our country.To smoothly realize the platform-based transformation of television media,in terms of thinking,we must use the platform as a breakthrough point,base on high-quality content production,seize the key point of convergence,and pay attention to the protection of products and copyrights;In the path,we must reform the organization and management system,inject new media features into program content,transform operational thinking models,build diversified communication platforms,expand marketing and profit channels,and attach importance to capital accumulation and operation.At the same time,we must pay attention to the application of artificial intelligence technology in media development in recent years.The future development of media will be closely integrated with artificial intelligence.In the process of media platformization,we must also avoid over-entertainment,maintain core competitiveness,ensure product quality,increase content influence,purify the media environment,and exert legal force to avoid possible negatives in the transition of traditional media.