The Innovative Exploration Of TV News Program Integration Mode From "Anchor Talks Network"

In the era of mobile Internet,the media pattern and the ecology of public opinion are being restructured at an accelerated pace,and the forms of communication are constantly evolving.Mainstream media are facing unprecedentedly fierce competition,and the deep integration of media has become the general trend.Traditional TV media are facing unprecedented opportunities and challenges.As one of the main ways of Internet content transmission,short video has emerged in recent years.The short video can be tens of seconds or no longer than three or five minutes.It ADAPTS to the fragmented reading scene and the habit of obtaining information efficiently,and is going mainstream as a new media form.Radio and television and other mainstream media are advancing in an all-round way,and the systematic layout of short videos is becoming an important position of news public opinion.This paper takes the short video news product "Anchor Talk Network" of Inner Mongolia Radio and Television Station as the research object,and comprehensively uses case analysis method to deeply analyze the production and communication strategy of "Anchor Talk Network".At the same time,in-depth research was conducted on the new media team of "Anchor Talk Network" to fully understand the creation concept,production process and operation mechanism of the news short video program "Anchor Talk Network".On this basis,the selection of August 8,2020 to December 8,2020,Inner Mongolia radio and television "the host said CCTV video sample,will is four months since the program starts,in broadcast news quickly platforms a short video to statistical analysis,summarizes the production of the anchor said broadcast communication strategy and unique propagation force,It also makes a horizontal comparison with "Anchor Talk Network" of CCTV to explore how TV news programs achieve breakthrough and innovation under the background of media convergence.Through the research,it is found that under the background of media convergence,if traditional TV news media want to gain a place in the fierce media competition,it is necessary to keep up with the pace of The Times,innovate working ideas,adhere to content as the king,improve the quality of programs,produce and export high-quality integrated media products,and form brand competitive advantages.From "news broadcast" to "the host said broadcast",from "broadcast" to "speak" behind,innovative voice and expression,language,form a representative fusion enhancement with the user's interaction and viscous,let users to participate in the program composition,closer to the mainstream media and the distance of the young audience,has obtained the good communication effect,This is not only a representative exploration in the transformation of News Broadcast;It is also a breakthrough in the transformation of traditional TV news in content production,communication strategy,news anchor's discourse style and other aspects under the background of new media ecology.It strives to win limited attention resources in the shortest time,turn positive energy into large flow,consolidate the dominant position of public opinion for TV news,and take advantage of new media platform.It provides reference for the exploration and practice of omnimedia transformation and the integration and innovation.