The Optimization Path Of Transformation From CBS Local Radio And Television Station To Convergence Media:Content Production Under The Guidance Ofpublic Opinion

In the current society,the information revolution has made unprecedented changes in the traditional way of mass communication.With the popularization of modern network broadband and mobile communication technology,the way of information transmission has gradually changed from radio and television,newspapers and books to internet,digital broadcasting,mobile new media and so on.Although local radio and television stations are still the front-line media to publicize the party's voice,their survival and development are facing a serious crisis in today's era.As the public opinion mouthpiece and supervision platform under the leadership of the party,local radio and television stations must adjust themselves,take the opportunity of national convergence media reform,carry out industrial transformation and upgrading under the new situation,create new mainstream media,and obtain the initiative of public opinion guidance.At present,local radio and television stations are the main part of the national convergence media reform.The transformation of convergence media involves multiple factors such as public opinion guidance,human resources,science and technology,marketing,performance management and top-level design.Among them,public opinion guidance is the fundamental reason and ultimate goal for radio and television to carry out convergence media transformation.The control of content production is not only the carrier of public opinion guidance,but also the way for the state to realize the implementation of planning and decision-making and public relations management through the media.This paper takes the content production performance of CBS local radio and television stations in the period of transforming into CBS convergence media center from 2019 to 2020 as the research case,and takes "public opinion guidance theory" as the theoretical framework,analyzes the content production status of CBS local radio and television stations in the process of transforming into financial media from four dimensions of public opinion analysis,topic setting,communication planning and topic acceptance.According to the main problems,this paper puts forward the transformation and optimization measures of finding the right direction of media development by public opinion analysis,which is to guide the traditional media how to achieve the specific goal of media integration reform by topic setting and communication planning,and to test whether the reform has achieved the expected effect by topic acceptance.The research conclusions of this paper can help local radio and television stations to realize the optimization of content production,promote the coordinated development of society as a whole and promote the realization of social public interests,make local financial media center develop strengths and avoid weaknesses,effectively meet the information needs of the people,and let the mainstream voice always occupy the commanding height of news and public opinion.