Research On The Innovation And Development Of TV Financial Media Under The Background Of Media Convergence

In recent years,with the rapid development of Internet technology,more and more audiences pour into the wave of network.Under the influence of the general environment,the ratings of financial TV programs have declined significantly,which is an objective reality that we must face.As a kind of media with high degree of specialization,financial TV media has limited audience size because of its high intellectual property.Under the impact of the new media wave,the audience is further diverted,which makes many people feel confused and worried.There are channel problems,content problems and narrative problems.But more important is the issue of communication concept,which is also the key factor restricting the rapid development of financial TV media.Under the background of media convergence,the financial TV media have transformed one after another,actively embracing the Internet,and the innovation process of convergence development has started.In the process of innovation and development,there are many typical examples.They not only gain traffic but also applause.CCTV2 We Chat Official Account is the most brilliant one.Based on the relevant research at home and abroad,it is found that the research on financial TV media mainly focuses on program production and development trend,and a small amount of research involves the development strategy of financial TV programs in the new media era,but the systematic research on the innovation and development of TV financial media is rarely involved.This paper uses Observation method,case analysis method,text analysis method.Taking CCTV2 We Chat Official Account as an example,analyzes the background of the innovation and development of financial TV media in detail.It studies the content innovation,channel innovation and narrative innovation of financial TV media integration development.Finally,it concludes the enlightenment brought by the innovation and development of financial TV media,in order to provide valuable experience for the innovation and development of relevant financial TV media.