Research On County TV Station Reform From The Perspective Of Media Convergence

For the first time in 2018,China proposed the construction of a county-level media center,signifying the direction of county-level TV station development from a national strategic standpoint.This initiative has been highly successful,with more than 2000 county-level TV stations having made remarkable progress and innovations in the reform.Through a series of measures to integrate county media resources,consolidate and strengthen the mainstream ideology and position,To open up the "last kilometer" of the news and public opinion work.Consequently,we can comprehend it as the amalgamation of county assets;the founding of county-level media hub is a national transformation of county-level television.In recent years,the rapid development and huge number of county-level media centers have attracted the attention of more and more scholars,including some successful construction cases.However,we should also see that the problems in the reform process have gradually become prominent.This paper takes the reform of Yongji TV Station as an example,which is mainly divided into five parts.The first part describes the basic concept of media convergence,related theories and the necessity of reform of county-level TV stations.Yongji TV Station serves as an illustration to elucidate the fundamental circumstances of the station prior to and subsequent to the reform,and to evaluate the reform’s measures and accomplishments from a media convergence viewpoint.Revealing the current issues of Yongji TV Station in its reform process,the third part highlights the need for enhanced integration,improved role,and a dearth of funds and equipment assurance.The fourth part delves into the causes of these difficulties,focusing on cognition,innovation,talent management,and capital.Summing up the countermeasures of county-level TV station reform,the fifth part commences with Yongji TV Station’s reform.These measures include: augmenting and refining comprehension of reform,investigating a varied development approach,enhancing the caliber of personnel,augmenting revenue through multiple channels,and so forth.The establishment of a county-level media center offers a path to the endurance and growth of county-level TV stations,yet it also presents numerous difficulties.How to capitalize on the reform and take the path suitable for the growth of county-level TV stations is the dilemma all county-level TV stations must confront and address presently.This paper mainly adopts the method of literature review,investigation and research and interview.In the process of writing,I mainly obtain first-hand reference materials from the knowledge network system,authoritative websites and works of well-known scholars,so as to provide a relatively comprehensive and systematic knowledge and theoretical framework for the writing of the paper.At the same time,through the field investigation of Yongji Rong Media Center,Yongji TV station,interviews with the main staff and personal participation,expounded the reform status quo of county-level TV station,analyzed the problems in the reform,analyzed the reasons behind the problems,and put forward the feasible reform countermeasures.The writing of this paper mainly adopts the comprehensive analysis method,not only studies the reform of Yongji TV station,but also integrates the contents of different disciplines such as management and economics are analyzed cross-over,and the way of thinking is more diversified.In the research,a large number of novel materials and data were obtained,which not only enriched the previous case system,but also provided a more comprehensive perspective for this aspect of research.