Research On CCTV Hosts' Live Broadcast With Goods From The Perspective Of Media Convergence

E-commerce live broadcast is a popular way of online marketing in recent years.During the resumption of production and work after the epidemic in April 2020,the CCTV headquarter officially launched a live broadcast of the goods.Live delivery is a new attempt by CCTV Central Station in the practice of media integration.As a result,CCTV hosts moved from the live news room to the e-commerce live broadcast room,and from the column host to the cargo anchor,introducing products,delivering information,and guiding public opinion to audiences across the country,which aroused heated discussions.This paper takes media integration as a research perspective to study the live delivery activities that CCTV hosts participated in 2020.First of all,review the development process from live broadcast of goods to CCTV host live broadcast of goods.Briefly introduce the main types of cross-border live broadcasts in the past,namely celebrity live broadcasts,government officials live broadcasts,and local satellite TV live broadcasts.Summarize the three stages of CCTV host's live delivery of goods.The comparison found that CCTV host's live delivery of goods has unique advantages in terms of attention,trust,content,and promotion.Secondly,analyze the motivation and role of CCTV hosts participating in live broadcast delivery.The background of media integration and the government's recognition of live e-commerce have contributed to the practice of live streaming.During the live delivery of goods,CCTV Central Station continued to play its role as the media,conveying information,guiding public opinion,and providing services.Furthermore,it discusses the CCTV hosts' strategy of live-streaming the goods,and explore the bright spots.At the level of awareness,CCTV main station insists on user thinking and broadens the sense of service;at the anchor level,the CCTV hosts' “backstage” behavior is preceded,and celebrities participate in attracting traffic;at the content level,entertainment effects and unique “cultural goods” are full of highlights;At the purchasing atmosphere level,scene-based live broadcasts and symbolic consumption drive the enthusiasm of consumption in the live broadcast room;at the publicity level,preheating,“labeled” topic dissemination,and CCTV's powerful all-media platform matrix dissemination brought a strong voice to the event.Finally,a reasonable analysis of the shortcomings of CCTV hosts participating in live broadcast delivery,and provide suggestions for follow-up related practices.