Research On HLJBS Group’s Media Convergence Strategy

The promotion of the development of media convergence is an important development strategy for provincial radio and television institutions.HLJBS Group launched the media convergence project in J une 2016 and conducted a series of reforms in aspects of organizational mechanis m,platform layout,and production process to increase the scale of audiences,create brand media convergence products,and realize the goal of expanding revenue-generating channels.This paper started with the achievement of the goals and evaluated the effectiveness of the project over the past tree years.Through the methods of quantitative analysis and comparative research,the issues and deficiencies in the operation system,revenue-generating system,and internal & external guarantee mechanisms during the project implementation process were analyzed.Based on this,the strategy redesign of the media convergence project in the next stage was carried out.This paper attempted to propose operating system reform strategies from the two dimensions of platform layout and product production.From the perspective of developing media convergence advertising and expanding the derivative industrial chain,it proposed revenue-generating and profit-optimizing solutions,and made optimization sugg estions for the construction of organizations and talent teams,gaining policy support and commercial cooperation.This paper believes that HLJBS Group’s media convergence project is a promising and diversified development strategy,which should be promot ed constantly.The continuous reforms and innovations based on grasping the law of communication and highlighting the characteristics and advantages will surely lead to a path of media convergence suitable for traditional radio and television institutions.