In recent decades, television has been popular as the mainstream media, and neither newspapers nor magazines nor radio broadcasts are comparable to television's dissemination, with people watching news, watching tv dramas and watching entertainment. In the words of the old reporter, when we were really enjoying ourselves, we were all fighting for a tv news show, a short 10-minute news programme, filled with news stories of all kinds, and had nothing to worry about. The first thing to think about was the television media. And now, withInternetAs a result of rapid developments, people are beginning to move away from reliance on television to access information via the internet. By the first half of 2011, china's internet network had reached 485 million. The internet is known as the emerging media. The media gator murdoch once said that the emerging media was moving at an alarming pace and that the internet would destroy much more industries than create. With its unprecedented advantages, the emerging media are seriously undermining the survival and development of traditional television media。
The main performances are roughly three:
INew mediaBreaking the boundaries of time and geography
The availability of information in certain emergency or remote areas is limited by factors such as geography and nature, and the availability of traditional media is limited. However, the internet has transformed the earth into a village, and new media have broken the time and geographic limits, allowing users to become collectors, receivers and distributors of information whenever and wherever they occur. For example, on the night of 23 july 2011, two passenger-loaded vehicles were following heavily in the deer town of wenzhou, zhejiang province, “d301 had an accident in wenzhou, and an emergency stop was stopped, with a strong impact. Two strikes! All power is out! I'm in the last car." almost at the same time as the accident took place, xinjiang's friend, yuan xiaoxiang, launched the first tweet, which enabled tens of thousands of netizens to learn of this information in the first place. Timely reporting of such incidents is beyond the reach of traditional television media。
New media and audience “zero distance”
Over the years, the information and communication services have stressed the need to adhere to the principle of “three approaches” to information, namely, “living closer, reaching out to the masses, being closer to the practical”. However, because of the limitations of traditional television transmission, the audience can only accept information passively. The emergence of new media makes it possible for everyone to be a participant and for every individual to use the information, expression, discussion and even public opinion in all its manifestations. There is no distance between the new media and the audience。
Iii. The new media has a huge source of information
The traditional media are restricted by practitioners and the tentacles cannot reach every corner of society, and new media have a ubiquitous source of information, access to information, and geometric speed of proliferation. A photo of a meeting with a high-quality cigarette, a watch, was sent to the executive director of gangning district, nanjing city, from the beginning of the online saloon war to the search for human flesh, and the events of zhou jiuju farming were pushed to the forefront of public opinion. On 21 june 2011, a 20-year-old girl who claims to have lived in a villa, open to masalathi, and whose identity as “general manager of commerce of the chinese red cross” has been widely discussed. Some netizens claimed that she was the daughter of guo yangjiang, vice-president of the chinese red cross society, which led many to disagree with the chinese red cross. While the positive follow-up of traditional media in the post-incident period has contributed to this, it has its origins in a chain reaction triggered by the sensitivity of new media or information sources, which has generated much social debate. New media is fast, bigInteractiveThis has been characterized by greater selectivity and participation, leading to a significant diversion of traditional television media audiences, as well as by the removal of much of the advertising resources on which traditional media depend for survival, which poses a huge challenge to traditional television media. But often challenges and opportunities go hand in hand, and the internet breaks regional constraints and becomes traditionalTelevision newsThe production of programmes provides a vast space and a wealth of resources to complement them, and, in keeping with the trend towards integrating traditional television news programmes into the new media development landscape, there is an urgent need for active “net touch”。
I. Stand by, raise the programCredibilityAnd influence
In the face of unexpected events, new media, with low thresholds for everyone's participation and varying levels of personnel quality, tend to compete and create confusion. There is no substitute for the new media when traditional programmes are actively engaged, guided and used to their full credibility and influence by means of information surveys, combing, judgement and guidance. In march 2011, as a result of the effects of the great earthquake in japan, imported salt was compelled by the rumour that nuclear radiation would affect the city and town of sau xing, where there was a widespread wave of salt-buying, where salt sold in supermarkets, malls and wholesale food markets, and where relatives and friends were told to buy salt, some or even half of the salt was “snatched”. There are two kinds of voices on the internet: “black” or “no-black”. In response to this incident, radio and television shao xing county responded quickly and was guided by a joint interview with journalists of three news programmes and a rolling broadcast. Through interviews with the public, with officials of the salt authority, the first message was sent to the public that salt was adequate and that citizens did not need to buy it. Also, by interviewing medical experts, the common and comprehensible method of explaining the “iodine content of an iodine tablet using 3,000 grams of salt” was to tell the public that salt consumption was of no use in the prevention and treatment of radiation. In parallel with price and business sector stabilization inspections, news events are presented from multiple angles, in all aspects and at multiple levels, using the credibility and influence of the mainstream media as an irreplaceable guide to public opinion for the rapid smoothing of the “salt-buying” wave。
Ii. Putting down the body and making the filters for mass information
In the age of the internet, a great deal of information is available everywhere, and information is disseminated quickly and in a timely fashion, and modern people are overwhelmed by excessive amounts of information. In the multiplicity of information, there is a depth of information, definitions or limitations, or even unverified erroneous information. People are eager to move away from information bombings and to organize the necessary filtering and collation of information. In this context, traditional television news programmes, based on the expertise of their personnel, draw on the vast amount of information available on the internet in a timely manner, and produce them by programme location, by target audience needs and with their own information or commentary, will greatly enhance the loyalty of the audience. In order to actively cooperate with the theme of “creating an international textile capital and building a modern city of commerce and trade”, which has been proposed by the chao xing county board and the county government, shao xing county radio and television has launched an economic information news programme, “ring city express”, which takes advantage of the resource advantages of china's light city, the largest textile distribution centre in the country and asia. It also compiles a great deal of information related to textiles, most of which is taken from the internet. To this end, two editors have been hired to specialize in the collection and collation of information on textiles on the internet and to invite textile specialists and large marketers to interpret certain information. Because of its objective dynamic reflection of the textile market, and because of the large volume of information that guides future trends, a large number of market operators have become faithful viewers and active providers of information on the columns。
Iii. Opening of the border and improving interactive programmes
The traditional television programme “i'll show you” in a form that limits the active participation of the audience, allows the viewer to interact with the audience in a positive way, and allows the audience to participate actively. Apart from the fact that the programme is useful and interesting for the audience, it is more interesting for the audience. The internet era offers the possibility for ordinary viewers to become informers of traditional television media. The new version of people's life 360, a popular news piece of chao xing county radio and television, was introduced in 2011, with a marked increase in the viewing of the re-edited post. The analysis of the reasons for this was largely due to the fact that the re-edited columns were able to produce articles on audience interactions. For example, a small column entitled “you shoot me” was created, and if the audience saw a meaningful event, took a mobile phone or camera and took a photo or video and sent it to the section via the internet, it could be aired and received a certain amount of text money in the human life 360 column, where the audience became a “non-staff journalist”. Over time, there have been dozens of regular “non-staff journalists” in the column, and the number has been increasing from source. This group of non-staff journalists has provided a wealth of content for the column and has become a faithful audience. At the same time, the human life 360 section also opens the subject of audience interaction and conducts questions and answers on a subject covered in the section. The audience can participate in the discussion of the issue through a variety of means, including telephone calls, text messages and comments online, which greatly enhances the audience's participation。
Iv. Building websites to achieve multi-channel dissemination
In the face of the powerful impact of the internet, while enhancing the overall communications capacity of the media in a variety of modes of communication, there has been consensus in the media industry. In recent years, the vast majority of traditional media have emerged as a boom in the creation of websites, and some traditional media have been active in organizing web-based television stations. The website of chao xing county radio and television was established in 2003 with major content such as national and international highlights, in-house dynamics, self-run columns, live radio and television broadcasts and some self-published films. Access to the web site is sufficient to make available on-demand the content of the content of a particular news item, as well as previous news programmes. Through web-based dissemination, television news programmes are no longer subject to geographical broadcasting restrictions and are no longer dying. In today's increasingly diversified media market, traditional television news outlets can only be neutral in the face of growing competition if they respond positively to challenges, constantly innovate, take advantage of the scientific and technological gains of the time show and turn external pressures into an engine for their own development。
