Research On Integrated Media Operation Strategy Of Chinese Broadcast And Television Media

With the application of digital information technology in the field of communication,the media industry has entered an era of coexistence of various media and various media competition.The channel value of traditional media is impacted by a variety of channels led by the Internet,and the media ecology is quietly disintegrated,fission and reorganized.How the radio and television will break through the dilemma and seek for new forms of development is an urgent problem to be solved in the industry.In this context,media convergence,as a new breakthrough,has become the key task of the current and future radio and television industry and institutions.China Media Group and Hunan Radio and Television,as China Media Group and China,have successfully implemented the operation strategies of financial media.The analysis of both operation strategies is helpful to provide certain reference value for the development of China’s radio and television media industry.First of all,by analyzing the policy background and current situation of radio and television financial media,this paper found that although we have accumulated some effective experience of Chinese radio and television media in the practice of financial media transformation,there are still some problems and deficiencies.Secondly,this paper combines the Ruswell 5w communication theory,combined with several modules of the current Internet operation analysis,adds industrial operation as a new dimension,and innovatively constructs five modules of channels,products,content,users,and industry as a new 5W as the analysis framework of this paper.Select industry benchmarks China Media Group and Hunan Radio and Television as benchmarks for case study and comparison,sort out relevant advanced practices,explore their media operation strategies,and summarize and refine inspiration and suggestions.This paper provides empirical support,evidence support and reference support for the transformation and practice of radio and television media in financial media.