Research On The Development Strategy Of Media Convergence In Jiangxi Radioand Television Station

5G,VR,AR,artificial intelligence,big data,cloud computing,blockchain and other Internet information technologies are developing rapidly and updating iteratively frequently.People have more and more channels to obtain media information,and emerging media content is more and more abundant.The dominant position of traditional mainstream media is no longer as stable as before,and the public opinion dissemination,guidance,influence and credibility of mainstream media are not as good as before.In order to win in the competitive media communication environment and regain the dominant position in the field of communication,the integration and development of traditional mainstream media is imperative.From 2014 to 2020,mainstream media convergence has been repeatedly mentioned in national level meetings,and media convergence has become a national strategy.There are various ways of mainstream media convergence,including content convergence,technology convergence and channel convergence.With the tiktok support of the policy and the effective support of advanced technology,the mainstream media convergence has been quickened and the media forms have been diversified,such as "two micro ends"(micro-blog,We Chat and the client)and the self media platform(jitter,Kwai,watermelon video,etc.).Due to the late start of media convergence in China,only head media such as Hunan Radio and television station and Zhejiang Radio and television station have taken the lead in media convergence practice in China,followed by other mainstream media convergence development.As a backward province in Central China,Jiangxi Province has a weak economic foundation and a late development of media convergence.In order to promote the in-depth development of media convergence,Jiangxi provincial government and Jiangxi Provincial Radio and television system have made a lot of efforts and issued a series of policies to support the development of media convergence.At present,Jiangxi Radio and television station has made some achievements in the development of media convergence,but there are still many problems in the operation and methods of media convergence.In this context,this article mainly focuses on the media integration of Jiangxi radio and television stations.On the basis of reviewing existing domestic and foreign research,it uses new public management theory,strategic management theory and 5W communication model theory as the theoretical basis,using field surveys and network interviews.And case analysis and other methods to understand the current situation of Jiangxi radio and television media integration and analyze its existing problems.By understanding the author,I found some problems in the media integration of the y radio and television station.Mainly manifested in: first,the content integration is not sufficient,the positioning of user needs is not accurate,the integration and optimization of content resources is insufficient,and the function of the media content production platform is not comprehensive;second,technology integration is not prominent,technological innovation is insufficient,core technical talents are scarce,and information communication between platforms is not smooth enough;third,channel integration is not diversified enough,multi-channel unified management experience is insufficient,channel diversification linkage is not strong,and industry fragmentation is serious.These problems have had a very lagging effect on the development of the media of the Jiangxi radio and television station,and are not conducive to the development of the Jiangxi radio and television station media.Therefore,through combing and learning from the mainstream media integration experience in developed areas at home and abroad,and using the media integration practice of Hunan Radio and Television Station and Zhejiang Radio and Television Station as a reference,through comparing and summarizing the advanced practices of domestic mainstream media integration and development,from content integration and technolog Jiangxi integration And channel integration and other aspects have put forward suggestions and countermeasures that help mainstream media integration and development.In the aspect of content integration,it is necessary to diversify and customize the user needs,focus on the integration and optimization of content resources,and improve the functions of the production platform of media content.In terms of technology integration,it is necessary to strengthen technological innovation,drive production,cultivate core technical talents in various aspects,and break through the barriers between platforms.In the aspect of channel integration,we should strengthen the unified management of multi-channel,enhance the linkage between channels,and promote the diversified development of industry.