Research On The Innovative Communication Of TV Livelihood Programs In The Era Of Converged Media

In the era of integrated media,TV news programs on people's livelihood are facing double pressures from the inside to the outside.On the one hand,the distracted audience's attention internally urges TV news programs on people's livelihoods to lose the vast user market.On the other hand,accumulative competition among media also continuously squeezes the living space of TV news about people's livelihood from the outside.In the face of this dilemma,how to break through the siege and re-occupy the high ground of people's livelihood news has become one of the topics of intense discussion in the academic circle and even in the industry.In 2018,Zhejiang TV's People's Livelihood and Leisure Channel,a program named "1818Golden Eye",successfully "out of the circle" and became popular on the Internet,which to a certain extent opened up the "breaking cocoon and becoming a butterfly" of the TV people's livelihood news program in the era of integrated media.New ideas for change.In the era of integrated media,"1818 Golden Eye" has made self-improvement and development breakthrough.In terms of innovative communication,"1818 Golden Eye" achieved its breakthrough in the era of integrated media through various innovative explorations.Including a series of measures such as building a communication matrix on multiple platforms to achieve self-level improvement,cooperating with other platforms to achieve a win-win linkage,and opening up OGC,PGC,UGC and other content production modes to promote interaction and participation of netizens.The article analyzes cases of phenomenon-level reports on market life,characteristic characters,social surveys,and unannounced interviews by reporters,and summarizes the causes of the phenomenon-level reports in "1818Golden Eye" : the eye-catching events themselves,the exaggerated characteristics of the presentation methods,The unique personality of the protagonist of the event,and the soul torture of the reporter's interview.The era of integrated media has given new possibilities for the development of TV programs for people ' s livelihoods.In order to achieve better development,it should do the following: innovate program production mechanisms,improve the level of the acquisition and editing team;strengthen program content screening,and reflect humanistic care;speed up Media convergence speed,establish a high-quality media matrix;improve long-term media cooperation to achieve mutual benefit and win-win platform.