Analysis Of Provincial Terrestrial Channel Transformation Under The Background Of Media Convergence

Faced with the impact of the Internet and the complex media environment,traditional media are struggling and seeking for strategies for transformation and development.As a national strategy,media convergence provides an effective way for the transformation of traditional TV media.With the assistance of the advantages of new media,TV media have started to conduct process re-engineering in content production,technological innovation,organizational structure and industrial operation.What is little known is that in the field of television in China,there is a kind of de-massified TV station--educational TV,which is different from the TV stations of radio and television system.Education TV is a professional TV station sponsored by the educational administration department,which is affiliated with educational department,have a certain competitive relationship with the TV stations of the radio and television department,and meanwhile,should accept the guidance of the radio and television administrative department.The situation of TV stations of the radio and television department is still difficult,and the development of media convergence is still in the exploratory stage.For the weaker educational TV,it is more like walking on thin ice,since it should not only learn from the advantages of radio and television,but also take into account the professional attributes of educational TV,and accept the constraints of the competent authorities on educational TV.Therefore,the development of media convergence in educational TV is bound to be difficult.The research object of this thesis firstly has such particularity that Jiangsu education channel was formerly Jiangsu education TV station.It is subordinate to the education department of Jiangsu province,which became the Jiangsu Education Channel by transferring from the education administration department to a provincial TV station terrestrial channel under the radio and television administration in 2012.Starting from the research on the latest transformation practice of other terrestrial channels in China and combining with the actual situation of Jiangsu education channel which was newly established in 2012,this thesis analyzes the program transformation and operation transformation practice of Jiangsu education channel under the background of media convergence,and focuses on the transformation strategies adopted by Jiangsu education channel in industrial operation.By deeply analyzing the deficiencies of Jiangsu education channel in the organic integration of new media and traditional media in the context of media convergence,this thesis points out that the media convergence of Jiangsu education channel is not successful because of a series of implicit and explicit factors,among which there are both non-institutional factors and institutional factors.To change these situations,institutional innovation is essential.On the basis of the analyses,this thesis puts forward some targeted solutions,such as market segment,network construction,integration of online and offline development,personnel training,etc.Particularly,as for the integrative development of traditional media and network terminal,it also puts forward some strategies,such as using various network forms to enhance influence,building network platform to develop industrial management,preemptively integrating cutting-edge technologies,etc.This thesis also has certain reference significance to other provincial and municipal education TV stations or radio and television education channels in China.