Research On The Development Strategy Of Short Video Of Traditional TV Program Resources In The Perspective Of Platform

After decades of development,China's TV media has not only accumulated a large number of high-quality video content resources,but also has a very experienced and professional content production team,which is in an obvious dominant position in the video content competition.However,with the arrival of the era of mobile Internet,TV media is facing the huge advantage of high-quality content due to the failure of channels.However,the communication effect of video content is not ideal,and there is a huge waste of high-quality video content resources.In the era of mobile Internet,mobile information transmission and consumption habits have been quietly formed in the daily life of hundreds of millions of Chinese netizens.Short videos with mobile and fragmented features have become the most popular way of information consumption among netizens.The traditional TV media's monopoly of China's video information communication channels for a long time has been broken by various video websites and short video platforms coming one after another in the Internet era.Video communication channels have gradually turned from scarcity to excess,and the scarcity of quality content has become increasingly prominent.At the same time,this is also an era dominated by platform mode.With the help of capital,network video platforms and short video platforms have strong content aggregation,transmission and user absorption capacity,which has formed a huge diversion of audiences originally belonging to TV media.In this paper,starting from the perspective of cooperation rather than against,the perspective thinking platform platform to rise as the traditional TV value in the form of video to fully develop and utilize resources will bring new possibilities,to explore how to use the traditional TV media platform model of openness and social for the traditional TV media resources development and utilization of power,To realize the purpose of extending the value chain and improving the efficiency of resource utilization.This paper tries to provide some reference for the reform of TV media on the supply side of TV program resources to realize the revitalization of the stock and obtain the increment.In this paper,compared with the development and utilization of TV program resources in the form of books,games,derivative programs and other forms,the development of short video is the one with the strongest consumption intention and the widest user base.The formation of the ecological context of short video communication has brought challenges to the traditional TV media's program resource communication,and also provided opportunities for TV media to give full play to their advantages of high-quality content resources and content production.In view of the current situation of short video development and utilization of TV program resources in China's radio and television media,it is an effective way to fully develop and utilize TV program resources in the form of short video to build a self-built short video platform,open the content creation center,and give the initiative of content production and dissemination to users.Of course,all this needs to be established on the basis of independent and controllable video platform owned by broadcast and television media,otherwise,the copyright rights of users' program resources will become a castle in the air and once again make a wedding suit for commercial short video platform.As a way for mainstream media to advance into the main field of public opinion propaganda,the video platform built by radio and television media should always remember its own responsibility and mission,and assume the responsibility of supervising the content of the platform.At the same time,the improvement of the efficiency of the development and utilization of program resources cannot be separated from the active users on the platform.Therefore,great attention should be paid to the user operation of the platform to improve the liquidity of the video platform of radio and television departments.Based on the theoretical basis of value creation,value transmission and user operation in the theory of platform economy,this paper analyzes and combs the current situation of the development and utilization of the short video program resources of Mango TV,a platform-based media,and studies the production,distribution,check and user operation of platform-based media.Hunan Radio and Television has been leading provincial satellite TV for many years,and has made remarkable achievements in media integration and self-built video platforms in recent years.In recent years,Mango TV,a video platform under Hunan Radio and Television Co.,Ltd.,has actively carried out the layout of short videos.The development and utilization of TV program resources based on the combination of short videos and short videos on its own video platform has certain reference significance for other provincial satellite TV stations and commercial video platforms that are still under exploration.