Research On Hunan Radio And Television Media's Convergence And Innovation In The Field Of Live-stream Sales

In March 2020,the State Administration of radio,film and television(SARFT)issued the "notice on carrying out special poverty alleviation action of smart radio and television",promoting the modes of “public service advertising,program + consumption poverty alleviation”,“short video,live broadcast + consumption poverty alleviation”,and promoting the organic integration of content dissemination of smart radio and television construction and economic development in poor areas.Under the guidance of policies,the central and local radio and television stations boldly enter the new track of “live broadcasting with goods” and focus on the new platform of new media technology integration.We have continuously opened the platform ports,concentrated the advantageous resources,and produced media products with rich content and various forms.Through the first mock exam,the broadcasting and TV organizations not only deepened their understanding of media convergence,but also paid more attention to the construction of their new media platforms in practice,and will rely more heavily on mobile terminals and Internet technologies in the future.This study mainly investigates the integration and innovation practice of Hunan Radio and television media in the field of live broadcast and delivery.This paper is divided into five parts.The first part is the introduction,which mainly describes the existing research results,the research background,research framework and research methods.The second part analyzes the motivations and development process of the live broadcast of Hunan radio and TV inport.The research shows that the live broadcast of Hunan radio and TV broadcasting office started in2016 and flourished in 2020,and the need for integration of radio and television media is internal motivation.The influence of COVID-19 in 2020 and the support of national policies are direct external motives.The third part mainly discusses the new features of Hunan Radio and television in the field of live broadcasting and delivery from the aspects of content,channel,platform,operation and management: “content production” gives full play to the advantages of mainstream media to transfer positive energy;“channel linkage” shows the integration of serial screens to achieve the smooth effect of all media multi terminals;“platform construction”is the key Performance for self-built platform and borrow ship to go out to sea,accurate drainage;“operation and management” innovation operation mode,expand the business chain of radio and television media e-commerce.The fourth part summarizes the enlightenment brought by the integration and innovation of Hunan Radio and television in the field of live broadcasting and delivery,mainly including: adhering to the innovation of content,technology and talents,giving full play to the advantages of capital operation,developing new industries,cultivating new fusion thinking,developing new products,and building its own characteristic brand.The fifth part,facing the future,discusses the integration and innovation development approach of Hunan Radio and television live broadcasting and delivery,and points out that the key and important direction to continue development is to speed up the pace of talent training and technology integration on the one hand,and increase the reform speed of mechanism and system on the other hand.