Research On The Development Strategy Of TV Station And Network Integration Under The Background Of Triple Play

Because of the comprehensive advancement of triple play,traditional media has faced severe market competition.The rise of IPTV and OTT TV has changed the existing market structure of cable TV and highlighted the content homogenization competition,thus many a customer have been lost and the business income has also declined.Besides,the original content production and dissemination mode of TV stations has been broken,and TV screens have been occupied by various terminal platforms.Therefore,the audience has been distributed and the business mode which relies on advertisement and content copyright for profit has also faced challenges.In the market of Chongqing,Chongqing Radio and Television Group is also in a critical period of transformation and upgrading: Chongqing TV station needs to use network to achieve its transformation;besides,Chongqing cable needs to rely on the TV station's powerful content production capability to absorb more high-quality content and implement products differentiation in order to strengthen the connection with its audience.Therefore,advancing TV station and network integration is an inevitable choice for development,and it is also one of the ways for traditional media to break through the dilemma.This thesis adopts literature research methods,case analysis methods,investigation and interview method,etc.Supported by the theory of media convergence,long tail theory and industry chain theory,based on the present situation of China's network integration,taking the integration and development of Chongqing TV station and Chongqing Cable as example to analyze,research and explore its path selection,business and cooperation modes,innovation and development strategy.This paper also summarizes some of the successful business modes,some problems and their corresponding strategies of TV station and network integration.This article believes that TV station and network integration refers to their mutual penetration.TV stations should learn the thought,technology,and business modes of the network.Its essence is the transformation from traditional media to networks.However,the integration of Chongqing TV Station and Chongqing Cable Network refers to an innovative,live and interactive business mode.It focuses on the customers and the market to realize fundamental transformation in business,products,industries and ecology.It is also a pattern of mutual support and group development to achieve mutual benefit and win-win results at the group platform.Through the research,this article hopes to provide local TV stations and cable TV networks some reference to help them achieve integration with local conditions and their own advantages.The author also hopes this paper is helpful for traditional media to get out of the dilemma and useful for the exploration of this issue.