CCTV Television Operators To Explore The Micro-channel Public Accounts

In the context of media convergence, technological innovation and the prosperityof new media transfer platform make the tradition ones unable to get advantages frommedia marketing which just rely on its simple transfer platform. Therefore thetraditional media like TV and WeChat which plays as an important representative ofnew media have a variety of interactions on many aspects. CCTV "Touch China"opened its WeChat public account on the occasion of broadcasting12years. It is indeedthe nice exploration between traditional media and new ones."Touch China" as thecentral representative of new media’s development is the concentrated reflection, theoperation of WeChat community resolves one-way dissemination between traditionalmedia and audiences. In addition, it not only builds a new field of public opinion, butalso for the traditional media have once again won the habit of using the new mediaaudience base groups, which make a great contribution to exploring new interaction andcooperation between traditional ones and new ones.This paper tries to analyze CCTV WeChat public account and explore its operation.It also attempts to illustrate the specific strategies with WeChat and TV. Based on thetheoretical analysis and practical exploring, it shows us that only stronger interactionbetween traditional TV media and WeChat public account can bring win-win situation.Only in this way can create a broader space, bring audience more conveniences andpromote the continuous prosperity in the whole society.