Research On Integrated Media Content Production Of CCTV News In Bilibili

In recent years,Bilibili has gradually entered the public field of vision,from the original two-dimensional small site gradually expanded,has become the first echelon of the comprehensive cultural community.In October 2019,CCTV News entered the Bilibili and submitted video,producing a series of phenomenon-level media content products,becoming a typical representative of the transformation of traditional mainstream media.CCTV News as the flagship of China's traditional mainstream media its content production of Bilibili account has made a very high degree of concern,set off the traditional mainstream media and secondary site——Bilibili,bi-directional “overstep the bounds” arose a fierce discussion.Based on this,this paper takes the Bilibili account of CCTV News as the research object,analyzes a series of media content production after CCTV News entered the Bilibili.In this paper,the content analysis,case analysis and questionnaire survey are used,based on the data,this paper studies and discusses the following questions: what are the characteristics and peculiarities of CCTV News' s media content production in Bilibili? How CCTV News achieved the fusion and symbiosis with the Bilibili? How can the traditional mainstream media get through the circle of young people to realize the dissemination of mainstream culture and values?This paper mainly discusses from four parts.The first part through the background of CCTV News entered Bilibili and the platform characteristics of Bilibili,to point out that CCTV news entering Bilibili is not only the general trend,but also the inevitable result of media convergence,and summarize the development of CCTV news in Bilibili.The second part is the main part of the paper,through the establishment of an analytical framework,samples are selected from the submission videos of CCTV news' s Bilibili account,and the production of its media content is analyzed from three aspects: the source of content production,the characteristics and the effect.In the third part,through the comparative analysis of the reports of various platforms of CCTV news,it summarizes the characteristics of the changes in the production of financial media content after the entry of CCTV news into Bilibili.The fourth part draws inspiration from CCTV news' s integration of media content production and circle resonance with Bilibili,and puts forward some thoughts on the integration of mainstream media and social media in the era of media integration.Based on this research,this paper hopes to provide reference for mainstream media to produce more effective media content and create more phenomenal media content products in the new media environment.