Research On The Operation Strategy Of Traditional Broadcast Media MCN Agencies

In recent years,as science and technology and the Internet have developed rapidly,short video and live e-commerce platforms have taken off,which has further lowered the threshold of content production,showing the characteristics of multi-subjectification,redundancy and homogenization,and excellent content often gets overwhelmed by the huge amount of content information generated by the Internet every day.In order to integrate quality content resources and improve the efficiency of quality content resource allocation,MCN agencies with the function of connecting content producers and Internet platforms have taken shape.MCN intermediaries with the function of connection provide a new operation model for broadcast media to explore the migration from big screen to small screen as the traditional business model collapses.Hence,in recent years,broadcast media have embarked on the road of MCN transformation.As the MCN agencies emerging from the Internet era and business environment are transplanted into traditional broadcast media,what unique kind of development philosophy,organizational structure and operation mode do they present ? What kind of advantages does the organizational property of broadcast media provide to MCN agencies,and what kind of limitations and institutional barriers does it bring? If we can go to traditional broadcast media and conduct research in person,through careful and comprehensive observation and interviews with the staff of MCN agencies,we may be able to get a better answer.Radio and television MCNs are divided into self-researching and cooperative types.The former is represented by Hunan TV,which can achieve transformation by its own strength due to its strong media resources.The latter is the choice of most local broadcast media,represented by Shandong TV,which needs to achieve transformation by cooperating with commercial platforms to obtain resource support due to limited resources.Therefore,this thesis takes Lightning TV,a representative MCN of Shandong Radio and Television Station,as an example to study the operation strategy of traditional broadcast media MCN agencies.Through this "perspective",it is expected to achieve the significance of the study as described by scholar Pan Zhongdang: "It does not necessarily suggest specific policy recommendations or development ideas to an institution or organization,but they provide us with an understanding of reality and a way of thinking".The study found that Lightning TV inherits the development concept of Shandong Radio and Television,which has always placed equal emphasis on economic and social benefits,and positions itself as a platform to connect radio and television media with the outside world.At the same time,it adopts the cooperative mindset of "borrowing a boat to go to sea",and cooperates with commercial platforms to build MCN agencies,using the resources of commercial platforms to support a smooth transformation.At the time of its establishment,Shandong TV made organizational changes,setting up various departments of MCN based on the production value chain,establishing small and precise studios,and realizing flat management.In terms of content operation,with the support of resources from commercial platforms,Lightning TV has smoothly realized the transfer of accounts from big screen to small screen,continued to produce positive energy quality short videos,and obtained excellent results,while carrying out account generation operation and maintenance services,short video custom advertising services,and continuously working towards service-oriented media.In terms of profit model,Lightning TV is currently focusing on customized short video advertising to make profits,supplemented by account maintenance and activity planning to make profits,and it gains credibility and attention by using public welfare live streaming for commerce,personnel training realization path is the direction of its future efforts.Supported by its strong news qualification,content production and credibility,The cross-boundary development of Lightning TV has achieved excellent results,but it also faces the dilemma of being a " marginal member" of the powerful media.The station has not secured enough resources,talents,voice and logistical support for Lightning TV,and Lightning TV is inevitably subjected to the institutional constraints and identity constraints of traditional broadcast media in its daily work,which has hindered its development.This also makes Lightning TV resign itself to the status quo and fail to gain autonomy in cooperating with outside social organizations,thus failing to reflect the original meaning of MCN as the latest product of media transformation.If we combine the operational experience of other local broadcasters’ MCN agencies,we can see that broadcasters should provide MCN agencies with sufficient resources,voice,talent and logistical support mechanisms,establish fault tolerance mechanisms,and also support staff to go out to learn from good experiences and continuously improve their self-development.However,it also needs to be understood that MCNs,as a part of the transformation path of broadcast media,are destined to be a passing point,not a destination.The marriage between Chinese broadcast media and MCNs is just a window for Chinese broadcasters to touch the competitive environment of mobile Internet content.As technology continues to innovate,the landscape of journalism will continue to change,and there are still infinite possibilities for the future.Once Chinese radio and television networks have learned the essence of the MCN model,established a new content production management mechanism,and innovated their working methods,they are sure to look for the next target to learn from and rush to ride the next " tidal wave".