The Strategy Of Deepening Reform Of Xi'an Broadcasting Station In The Convergence Media Environment

With the update of new media technology,the media industry has undergone extraordinary changes.The development of media presents the phenomenon of cross-border communication.Intelligent media is on the rise,and the situation that all things are media has become the characteristic of the time.Under the influence of the new media,the traditional media also opens new platforms such as micro-blog,Tik Tok,application APP,WeChat Official Account.VR,AR and intelligent robots in the 2020's,and integrates all media forms of the Internet,Not only in terms of technology and content,but also in terms of new media operation strategy,it has shown a new form that is different from the past,from "passive" to "active",from "using new platform "to"exploring ways to survive",exploring innovative operation mode,rectifying system and mechanism,and accelerating the integration of all media.Convergence Media has become the development direction of the media industry in the future,and it is more and more widely used in the development of the existing industry.However,the Convergence Media environment has both development opportunities and severe tests for prefecture-level TV stations.Due to the relatively immature strength of municipal TV stations under the background of Convergence Media,so it is more difficult.In the face of such an industry background,Xi'an radio and television station,located in the inland,actively implements the central government's guiding strategy for the development of media,so that the media convergence can be achieved from addition to fusion,from passive to active,from small step to the whole power,actively changes the thought,innovates the mechanism,gradually deepens the application of new-technologies,and shows the strategic guidance,positive promotion,steady development and catches up with good momentum.According to the current development situation of Xi'an radio and television station,starting with the process of media convergence,this paper analyzes the survival situation of Xi'an radio and television station,summarizes the problems existing in its practice by analyzing the challenges and opportunities they are facing,and puts forward some suggestions for deepening the reform,so as to provide reference for the sustainable development of China's Prefecture-level television stations.