Resarch On The Development Strategy Of AM Radio And TV Station's Media Convergence In The Internet Era

In recent years,with the rapid development of the Internet technology,the rapid rise of new media has gradually entered people's vision.The characteristics of new media,such as accuracy,interactivity and real-time,cater to the consumer demand of the masses,and completely change the media form and communication mode.In the face of the decline of ratings,the decline of advertising share,the single channel of communication,the lack of creativity in content and the loss of audience,the living space of mainstream radio and TV media is gradually eroded by new media.In the Internet era,as a local radio and TV media,it is necessary to consolidate and strengthen the mainstream ideological and cultural position,enhance the communication,guidance,influence and credibility of the mainstream media,so as to further explore the integration,upgrading and innovative development path of traditional media and new media in channels,technology,content and management,it has become an urgent task for media practitioners to change the past one-way linear communication pattern,establish an all media three-dimensional communication ecosystem,and study the development strategy of media convergence has become an urgent issue to be solved by media practitioners,which has a good practical significance.This paper adheres to the guidance of Internet thinking,and takes a local radio and TV station where the author works as the research object.It adopts the methods of literature research,field research,PEST analysis,industry environment analysis,EFE matrix,IFE matrix and SWOT analysis.The introduction part synthesizes the research results of some experts and scholars in the industry,combines the theoretical basis of journalism,communication,management,marketing and other disciplines,puts forward the author's own understanding of the concept of media convergence,and then designs the corresponding technical route.In the core chapter,through the detailed analysis of the external and internal environment of AM Radio and TV Station(hereinafter referred to as AM Station),the paper deduces the strategic design of media convergence development,formulates the specific implementation plan of the strategy and the supporting measures of media convergence development,puts forward the strategic goal of "cutting-edge media",and selects the integration strategy,mobile priority strategy and innovative products strategy,which enables the media integration to develop in depth,as well as the strategy of science and technology to create a new media business sector,reshape the media business model and build the core competitiveness of enterprises,with a view to creating a mainstream cutting-edge media with the characteristics of the west coast of the Taiwan straits.