A Study On The Development Strategies Of China's Provincial TV Under The Background Of Media Convergence

2014 was known as the“year of media convergence”.Media convergence is the development tendency of the media industry in China,as well as the policy direction of Chinese cultural development.As early as in 2009,representatives of academic circles and various industries had a full discussion on how can traditional media cooperate with new media in World Media Summit.In 2014 August,general secretary Xi Jinping stressed that we must accelerate the integration of traditional media and new media in order to develop media communication channels and innovate propagation modes through advanced technology and application.As the main force of China,s TV industry,provincial satellite TV is the representative of radio and television media.And with the rapid development of network technology and digital technology,the integration of provincial satellite TV and new media is imperative.First of all,this paper gave an integral analysis of the related concepts,rise of reasons,and preliminary results of media convergence,summarized the situation between media convergence and development of provincial satellite TV,pointed out that media convergence has enriched communication patterns of the provincial satellite TV,attracted the audience,and expanded the communication effect,media convergence extended the living space of provincial satellite TV and expanded its business;media convergence has achieved the integration of resources,and promoted the provincial satellite TV to convert into collectivization.Secondly,the development opportunities and difficulties of provincial satellite TV under the background of media convergence are analyzed and summarized in this paper.There are many potential opportunities for the development of provincial satellite TV under the background of media convergence,such as rich sources,unique content,all-around interaction and a new relationship between disseminator and audience as well as diversified models.Opportunities are accompanied by difficulties,and the provincial satellite TV will inevitably encounter many difficulties.For instance,network media brings strong impact,digital TV occupies the market share of the whole TV market,and the illegibility of market orientation and homogenization are in fierce competition,as well as the policy restrictions,and so on.Thirdly,this paper selected Hunan TV and Jiangsu TV,China' s first-tier provincial satellite TV as the case of media convergence according to the development situation of provincial satellite TV of our country,analyzed the development situation in the trend of media convergence,and studies their efforts after the cooperation with the new media,such as the establishment of the official websites,the popularization of the mobile client,the establishment official micro blog,WeChat and electronic commerce.This paper made a conclusion that provincial satellite TV have to keep its advantages in development with the help of the new media,make positively integration with new technologies,expand the living space,strengthen the interaction with the audience,and always adhere to the thought of working for the audience so as to gain a firm foothold in the traditional TV media competition.Finally,by concluding the above research and view,this paper suggested that provincial satellite TV should change the traditional ideas in the development of media convergence,inherit superiorities,make bold innovations,and strive to achieve the following points:take initiative cooperation with new network media,establish websites and expand mobile clients;expand production platform of program,make in-depth implementation of the separation of production and broadcasting policy,optimize the industrial structure of television media,and strengthen industrial cooperation;keep in step with the trend of the times,adapt to the new environment of media policy;pay attention to the cultivation of compound talents,and so on.I hope that provincial satellite TV will consider the situation of environment and make a proper development under the background of the media convergence,make continuous innovations in the idea of development,and make profound achievement under the background of media convergence.