The Development Of New Media Era TV Media Predicament And Countermeasure Research

With the development of worldwide network,wireless and other scientific and technological progress,human society gradually get to the digital,network development,new media era.In the era of new media,media content production,the use of the media has undergone tremendous changes.The new media has caused the impact of television media,the new form of mass media has changed the status of television media,in the past mass-style television media has been unable to meet the needs of the audience,people’s dependence on television media gradually decline;Talent in recent years a large number of loss,the core competitiveness of television media has become increasingly weak.Due to the lack of core competence,the innovation ability of TV media is also deteriorating.Television program ratings dropped rapidly,the audience and advertisers will turn their attention to new media,TV media advertising market share erosion,this trend has become the mainstream of today.Although the convergence of television media and new media has great prospects in the technology,industry has the possibility of integration,but the difference between television media and new media still can not be ignored,these differences make television media in the future policy,capital Investment,profit model,technology applications face many uncertainties.This paper uses the methods of literature reading,case analysis and logic and history to analyze the development status of TV media in the new media era,and analyzes the macroscopic environment of TV media,such as advertising,The market environment and the internal environment,summarizes the plight of TV media development in the new media age,and puts forward the corresponding development countermeasures against these dilemmas,aiming at making some suggestions and strategies for the development of TV media in China and keeping the competition of TV media status.In the face of the impact of the new media era,television media should realize the transformation of internal system,change the way of thinking of managers and improve the functions of TV media workers.The state and government should respect the national laws,industrial laws and market rules.Television media should be the content of the king,to improve the quality of the program content and the audience like the extent of the program,television media programs should accurately locate the audience groups,reflecting the distinctive characteristics of the new media in highspeed The development of the context of the greatest degree of audience to meet the different needs of television content,good use of their content resources,material conditions,technical means,combined with the advantages of new media,learn from each other,try to meet the diverse needs of the audience;To catch up with the trend of media convergence,the formation of new media concepts,and new media forms complement each other,to explore new models with the development of new mechanisms;human resources system in line with market-oriented,professional improvement,to create efficient operational personnel team,To clarify the content of each department is responsible for the system;adhere to innovation and development,pay attention to the content of the audience’s feelings,make full use of various types of television programs within the cultural resources;increase TV implantation research efforts to enhance the effect of implantable advertising,The market demand for advertising products to attract advertisers to invest in the establishment of market demand in line with the needs of the advertising model to improve advertising revenue.