Research On The Mcn Situation Of Traditional Broadcasting And Television Layout

With the decentralization of communication power and the decentralization of communicators,various new media platforms quickly seize the information market,and traditional media are declining and are actively seeking transformation.At the same time,the MCN model introduced from abroad is popular in the domestic market.MCN(Multi-channel Network,multi-channel network)is an intermediary organization between content producers,platform parties,advertisers,etc.It builds channels by aggregating many relatively weak content producers and helps content producers.Better realize distribution and commercial value realization.After just a few years of development,the number of MCN institutions has reached tens of thousands.In the context of media integration,each broadcasting and television group will deploy MCN as one of the paths of transformation and reform.This paper takes Mango MCN as an example,uses literature analysis,case studies,interviews and other methods to study the current development status and trends of the MCN in the media layout of radio and television,and raise existing problems and corresponding optimization strategies.With the help of the MCN model,it focuses on the development and strategy exploration of new forms of traditional radio and television in the context of media integration,and theoretically provides relevant suggestions for the future integration and development of traditional radio and television media.This article introduces the topic selection background and related theories and research combing.Starting from the background analysis of the traditional broadcasting and TV layout MCN,it explains the advantages and disadvantages,development opportunities and risks of the incoming MCN,and aims to support the strong feasibility of the traditional broadcasting and TV entering the MCN..In addition,take Mango MCN as an example to carry out a case study,which is mainly divided into layout motivation,development history and status quo,content production and distribution,and diversified business models.Hunan Entertainment Channel adheres to its media positioning and content position during the transformation of traditional radio and television media.At the same time,it has the courage to carry out mechanism reforms and innovate content and form.This is a relatively successful exploration of traditional radio and television access to MCN,and it is worthy of reference and reference for the MCN of the Department of Radio and Television.Finally,based on the theoretical level,this article analyzes the existing problems of the radio and television media entering the MCN model in terms of system mechanism,content production,distribution and commercialization profit,and proposes corresponding optimization suggestions: First,user-centered process reengineering and supervision,The second is to achieve "circle breakthrough" content production,the third is to cooperate with the platform for content distribution,and the fourth is to shift to the commercial realization of the "content + service" model.Only by continuously integrating with the market,insight into the needs of the audience,integrating resources,and building consensus can the MCN of the Radio and Television Department continue to enhance its competitiveness and form a professional,efficient and high-quality new situation in the complex media environment.