Research On The Development Strategy Of Urban Television Stations Under The Background Of Media Integration

Media Convergence is an important topic in the reform of media industry in our country at present,and it is also the trend of the development of traditional media.In the era of convergence of media environment,as one of the traditional media,TV industry is facing unprecedented challenges and opportunities.In the current media environment of China,the development of media convergence has risen to the level of national strategy,and promoting the construction of all-media has become an urgent issue of media development.Traditional radio and television media,especially urban TV stations,can break through their development limitations only by meeting the challenges and seizing the opportunities,and rebuild the communication and influence of the mainstream media under the new communication ecology of media convergence.The concept of Media Convergence traces back to Negroponte's assumption of the development trend of interpenetration among industries,which was first proposed and used by Professor Poole.In a narrow sense,the meaning of Media Convergence refers to the emergence of new media forms after different media convergence,and in a broad sense,it can be understood as the combination of all media and related elements.Media Convergence has distinct characteristics of the times,such as multi-directional interaction of information dissemination,multi-functional integration of information terminals,multimedia of media content and so on.Essentially,Media Convergence is the product of technological progress and represents the trend of historical development.At the same time,for traditional media,it is both challenges and opportunities.City TV station is a very important part of China's broadcasting system and plays an irreplaceable role.In broadcasting and television system in China,the city TV station is positioned for the regional TV media,once its market share has been tripartite with CCTV and provincial satellite TV.It undertakes the task of public opinion propaganda and cultural construction of the Party and the government.It has created a strong authority and credibility in the areas and won the trust of the local audience.However,in the 21 st century,City TV station began to go downhill,and its social and economic benefits are facing great challenges.In the context of Media Convergence,China's City TV stations have to face notonly the tremendous impact from New Media,but also the competing pressure of CCTV and provincial satellite TV.More than 1000 city TV stations across the country are facing 1.4 billion Chinese audience,but their market share is very small.Survival has become the biggest crisis for City TV stations.The development of Media Convergence has brought multiple challenges to City TV stations,such as the serious loss of audience market,the sharp decrease of advertising share,etc.At the same time,City TV stations can find development opportunities in the environment of Media Convergence based on their own media advantages,such as creating differentiated development with professional resources and experience,and seeking localization with the emotional connection of cities.Combined with the era of Media Convergence and based on specific cases of convergence practice,this paper provides relevant strategies and innovative paths for the development of Media Convergence of City TV stations.Firstly,with the help of investigation and Research on the practice of Media Convergence Development of Qingdao Radio and Television,Yantai and Rizhao Radio and Television,etc,put forward the development strategy of building a new mainstream media platform by upgrading technology;secondly,taking the content integration of ChangXing Media Group as an example,it explores the development path of creating city characteristic content with localization strategy;thirdly,combining the industrial integration practice of WuXi Radio and TV Station,it puts forward to create the derivative industry with the concept of "big media".Fourthly,based on the deepening reform of Rizhao TV station,the development strategy of implementing mechanism innovation with integrated thinking is summarized;Further research shows that City TV stations can achieve better development through a combination of multiple strategies.Finally,this paper summarizes the practice of Media Convergence of City TV stations,and prospects its future development.It is concluded that the current media integration practice of City TV stations should combine integration and separation to achieve complementary advantages;Practise self-reform from the inside out;From the outside to the inside,to promote transformation and upgrading.In the future,the Media Convergence of City TV stations needs to persist in the development path of content innovation,and achieve all-round innovation and development with integrated thinking.