Research On Media Convergence Innovation Of Prefecture-level TV Station

In China,media convergence has become more and more important and it has stepped up to a nat ional war.The promotion of the convergence between traditional media and new media has beco me an urgent issue faced by media organizations at all levels.At present,the official state media and the provincial media have spared no efforts to carry out the convergence and transformation with certain achievements made.However,in the case of limited resources in the provincial medi a,the road of the convergence and transformation is still quite difficult.This paper comprehensively expounds the convergence development of Zhuhai Broadcasting and Television Convergence Media News Center from the perspective of reality to practice,and puts forward new thinking and suggestions on media convergence of Zhuhai Broadcasting and Television.Chapter one introduces the background and significance of “media convergence”,sorts out the domestic and foreign scholars' understanding of “media convergence” and straighten out the contents and methods of the thesis research.Chapter tow describes the development of Zhuhai Broadcasting and Television in the past 5 years as a whole,including the implementation of channel system at the earliest,the collectivization reform in accordance with the development of the Times and the exploration of media convergence development.Chapter three describes the platform innovation of Zhuhai Radio,TV and Financial Media News Center which is discussed from the diversification of publishing platform and the integration of business platform.Chapter four introduces the Content Innovation of Zhuhai Radio,TV and Financial Media News Center,which is discussed from four aspects: the production process of innovative content;creating customized programs for media integration;strengthening Radio and television media matrix,and the cooperation between new media and traditional media.While Chapter five tells about the system innovation of Zhuhai Radio,TV and Financial Media News Center.It also includes three aspects:Deepening the reform of marketing system,building a team of media talents as well as establishing a standard system guarantee.Chapter six put forward the problems which still exists after the convergence and innovation of Zhuhai Radio and TV media and some suggestions is ma de accordingly.The last part of conclusion is a summary of the research in this paper,and a com plement to the research is proposed.