Vision,Cross-border And Intelligence:Research On The Trend Of Integration And Innovation Of Provincial Terrestrial TV Channels

With the application of 5g technology and the rise of short video platform,the audience has more and more time to contact smart phones and mobile Internet,the TV viewing rate and startup rate have decreased year by year,the focus of the advertising market has shifted to the Internet,and the radio and television industry is facing serious survival pressure.As an important part of the radio and television industry,the development situation of provincial terrestrial channels is also severe.It not only needs to face the continuous impact of the new media industry,but also restricted by CCTV and provincial satellite TV.The market share is declining and the advertising revenue is shrinking year by year.In order to get rid of difficulties,some provincial terrestrial channels actively embrace new technologies and models,and create a model for the in-depth media integration of TV.For example,Hunan Economic television has made a unique practice path in video integration,Hunan entertainment channel has made a MCN transformation,and Beijing sports channel has made a unique practice path in intelligent integration,which provides a reference case for the terrestrial channels of provincial television stations.By comparing the development status and common problems of the terrestrial channels of provincial TV stations,combined with the specific cases of Hunan Economic television,Hunan entertainment channel and Beijing sports channel,this paper discusses the dilemma of the media integration of provincial terrestrial channels,and puts forward some countermeasures,such as establishing internet business thinking,deepening the concept of user first,innovating the program production process,building the core IP of the channel,and improving the talent training system,Finally,the innovation trends of provincial terrestrial channels in visual integration,cross-border integration and intelligent integration are analyzed in detail.In terms of visual integration innovation,the provincial terrestrial channel has gradually established the connection between the large screen of TV and the small screen of smart phone,created the visual linkage between large and small screens,tried to use short video to build a media matrix in an all-round way,and realized the innovation of webcast business through slow live broadcast.In terms of cross-border integration and innovation,provincial terrestrial channels have established MCN institutions,launched e-commerce delivery programs,expanded community operations,improved all media ecology and built an integrated symbiotic pattern.In terms of intelligent integration and innovation,it mainly enables the intelligent upgrading of provincial terrestrial channels through technologies such as big data,artificial intelligence and 5g cloud,improves the scientific and technological shortcomings of provincial terrestrial channels,and improves business efficiency,in order to provide empirical assistance and theoretical support for the future development of more provincial terrestrial channels.