Research On The Operation Of The Video Product "Li Live"

In recent years,the development of Media Convergence is considered to be the only way for traditional media to survive and develop.In May 2017,Jiangsu broadcasting and TV station Converging Media Center officially launched a video product——"Li-live",which straddles the television and network terminals.Through the effective integration of mobile live broadcasts,short video and live television,the "big screen dating" of television in the past is now the "small screen companion",so as to achieve the active voice of mainstream media on the mobile Internet.Up to now,"Li-Live" has completed nearly 150 live television and mobile live broadcasts,released more than 3000 short videos,the total number of views has exceeded 3 billion,and has made great achievements in social influence and public opinion guidance.In the course of the year,"Li-live" not only integrates one’s own media fusion consciousness,mobile Internet product consciousness,brand consciousness into its own operation,but also sums up its own operation experience in the process of operation.Therefore,in this paper,the "Li-live" operation in the past one year as the object of study,Through case studies,literature references and other means,to investigate the operation experience of video news as a path choice for Converging Media With a view to providing traditional television media in the Media Convergence innovation path reference.The first part introduces the background,research methods and significance of this research.The second part explains the background of "Lidirect broadcast" and the characteristics of"Li-live",and combs the basic form of "Li-live".The third part and the fourth part,as the main points of the research,are the discussion of the operation process,operation method,operation steps and application effect of "Lidirect broadcast";The fifth part is to reflect on the present stage operation of Lidirect broadcast,and put forward the improvement strategy combined with the deficiency,and combined with the actual operation to carry on the enlightenment discussion.