[summary] traditional television programmes need to be constantly explored for small screen dissemination in order to establish a stable market for current transmission. The new era has created innovative demands for the production and dissemination of television news programmes。
[keywords] traditional television; small screen developmentPolicy
Mcluhan's theory of “media is message” gives an appropriate overview of the current communication environment. With the development of the mobile internet, short videos have increased dramatically in terminals such as mobile phones. Traditional television news programmes need to constantly break time and space constraints, integrate with intelligent media and explore beneficial aspects of microscreening。
I. Inevitable trends in the development of small screens of television news
With the development of mobile connectivity technologies, smartphones have become an important channel for people to access information, especially with advances in communications technology, reduced telecommunications costs and increased short video broadcasting, and current mobile video consumption is a major part of mobile phone communications spending. People basically rely on mobile devices for accessing videos, which means that small screens are the dominant way people view videos. During the 5g era, high-speed and low-lated video programming has been enhanced, with better visualization and faster transmission, and mobile live broadcasting has shifted from relatively scarce products to a regular form of information reporting. Against this background, small screens of television programmes have become the inevitable trend。
Ii. A path to small-screened development of current television news programmes
1. Currently, content subscriptions are made through mobile phones app, and with the spread of smart phones, radio and television have largely developed clients, operating at the end of a mobile phone, such as the red ribbon of ningxia radio and television, which strips, refines and reclassifys the content of every news video to the audience. Through the app cell phone, it is possible for television stations to make news live and for instant transmission. A key feature of the radio and television cell phone app is the replay of television programmes, which can be viewed at any time by the audience and interact with each other, making full use of fragmentation time to obtain information. The production and dissemination of news programmes through the television mobile phone client app and the traditional television news production process are different, breaking the time and space constraints for the dissemination of information in traditional media and creating new mechanisms for information gathering, integration and distribution, with media integration in the lead. The television station has also adopted a new model of interview, multiple forms of production, and diversified communication. The current small-screen live broadcast is a more popular medium of television news, with mobile phone clients having the advantage of rolling news stories, making them available at any time and becoming an important medium for television news. Small screen media are portable, exclusive and fast. Television news programmes need to take full account of the broadcast features of mobile phones, be ready to deliver instant news, take into account the reading characteristics of mobile users, and explore more visualized news productions with short, interesting and visual content, which requires journalists to have a high level of new media technology. 2. Access to video platforms, the dissemination of online news content, with mobile phone penetration, the emergence of short video web sites, the emergence of a dynamic crowd of fans and, naturally, the attention of traditional mainstream media. For example, short video platforms such as tremors, fast hands, pear videos and b stations have attracted many central and local media. This has resulted in a wider reach of television news, breaking down the space constraints for local station distribution. These short video platforms have attracted people of different ages, from older to younger, and have undoubtedly expanded the reach of local media, which is an important reason for the presence of mainstream media. The posting of short video platforms is an important way for television news to develop small screens. On the short video platform, small-screened article-lined news can be disseminated directly through the platform's relays, sharing functions and other social platforms, reaching out to all channels of communication across the network and making news content fully web-enabled, which enhances kinship between mainstream media and audiences. With economic development, the urban population is growing, with a large number of mobile people walking the road. To serve this population, mobile television appears in the field of communication. In the past, traditional television audiences had to watch programmes in fixed places and time periods, and such groups were generally home-based, mostly retired older persons and children. For their part, young people are busy working and living, are in a mobile state, and mobile television, carried by means of transport, meets the information needs of these groups. Mobile television is concentrated mainly on means of transport such as public transport, taxis and subways. The development of mobile television has achieved some success in this area. For example, news programmes such as mobile early news, xinhua express, news service, 30 minutes, live jubilee, 630 daily, chongqing mobile television (chongqingmtv) and so on, bring major news events at the international and national levels to the audience, with a wealth of information resources and information. The television programme covers the area of mobile television, targeting the target audience as a staff member, using the gap between the means of transportation for the dissemination of news content. Mobile television is not restricted by traffic and signals, and viewing is more comfortable and has a certain advantage than mobile phones, as compared to cellular client screens。
Iii. Issues requiring attention for the development of small screens of television media
On the one hand, the programme should focus on interacting with the audience and, where appropriate, using social platforms to enhance its participation. This interactive social mode of television transmission meets the psychological needs of users to discuss and communicate with others in the course of the programme, gives users more space to express their words freely and effectively increases user stickiness. For example, the strong interactive and participatory character of live tremor is fully utilized to allow live television broadcasting to interact with live tremor “size screens”. Before live broadcasts can be broadcast, the content of the short video alerts can be broadcast simultaneously via the television station and the voice, which can be viewed online by the audience, while better communication can be achieved by interacting with the voice platform and the netizens. On the other hand, attention is paid to the fine-tuning of content and the development of high-quality content. Unlike in the media, the traditional mainstream media have the advantage of talent and resources, assuming greater social responsibility and a public opinion-led function. Journalists need to have a good sense of quality, to serve and speak for the people, to create distinctive, deep, interactive video products and to increase their share in the audiovisual market. The hebei economic life channel, for example, has been upgraded to a dithered number, short video content sections have been combed, a more sophisticated section has been set up, is highly serviceable, allows audiences to view according to their needs, and a video background with different column names has been created, allowing the column to be both personal and unified and to gain more traffic and attention。
Concluding remarks
In short, in the new era, traditional television news programmes need to explore small-screened developments, both in form and in information production, and to produce interactive, multi-end and diversified programmes that meet the needs of different audiences in the new communications environment。
