Integration and transformation ｜ Find Chart Stock: Multi -dimensional Development Exploring of Local and Municipal -level TV Channels

Author:All media exploration Time:2022.07.13

Author: Ma Lijie, director of Jinan Radio and Television Station, Wang Bin, director of Jinan Radio and Television Station

Source: "All Media Exploration" June 2022 issue

Abstract: The city -level TV channel is one of the traditional mainstream media closest to the local audience. The 20th century once experienced a period of prosperity and development. Entering the deep integration of the media, the prefecture -level television channels are constrained by regions, resources, and talents, and are facing the dilemma of overcapacity, declining ratings, and shrinking.在竞争日趋激烈的今天，地市级电视频道要以“城市品牌形象塑造师”为定位，坚持贴近社会经济生活主线，发挥舆论引导主阵地作用，广泛应用新理念、新技术、新媒体、新Model, actively seek a new path of multi -dimensional development.

Keywords: prefecture -level TV channel; professionalization of channels; diversified communication; industrialization

The survival pressure faced by the prefecture -level TV channel

In 1983, the 11th National Radio and Television Conference proposed the policy of "four -level broadcasting broadcast, 4 -level TV, and level 4 mixed coverage", which caused a blowout of local urban TV stations. In the 1990s, the number and coverage of my country's television stations and advertising revenue have gone through a period of rapid growth. Some developed cities have rely on operating income to continuously update the technical equipment and improve the level of program production, and take the lead in getting rid of the government's financial allocation. According to the "National Broadcasting and Television Industry Statistics Bulletin" issued by the State Administration of Radio and Television on April 19, 2021, as of the end of 2020, about 48,000 institutions launched radio and television and online audiovisual services nationwide. The comprehensive population coverage of TV shows was 99.59%. As of the end of 2020, the national radio and television practitioners have reached 1.011 million.

With the popularity of the Internet, especially smartphones and various APPs, audiences of prefecture -level TV channels have been continuously diverted, and traditional TV audiences have gradually transformed into mobile phone users. At the same time, the online video platform uses big data to continuously analyze the user's preferences and needs, and then carry out precise push to continuously push the user's attention to current affairs news, financial information, entertainment gossip and other sources to the user's eyes, and these resources are often free of charge of. The facilitation and fragmentation of online video information consumption, compared with the timing and linear arrangement of local TV channel programs, the advantages are obvious.

Not only that, each mobile phone users are both consumers of video resources, but also producers and publishers of video resources. Information release is no longer the privilege of various news institutions. Video information uploaded and published by netizens is often shorter, fresh, and timely, and a set of workflows that must be used in the city -level television channels: the programs' collection, editing, review, and broadcasting, often leading to the lagging of news release.

The audiences of the prefecture -level TV channel are diverting, advertising customers are also diverting, and traditional advertising operating income has declined year after year. In addition, the conflict between the strong information needs and the lack of television products, the shackles of the enterprise -oriented management of the enterprise of the institution, the ability of traditional media employees to transform and innovate, the transmission concept and expression rigidity, the transmission, and the decline in guidance, etc. The problem is constantly squeezing the living space of the city -level TV channel.

Multi -dimensional development path of local and city -level TV channels

In the "critical period" of this media integration and development, how the city -level television channels are the driving force, and the new bureau is opened in the change. We will strive to explore new paths of high -quality development from multiple dimensions such as authoritative information release, professional channel construction, quality content creation, technological innovation empowerment, and industrial ecological transformation.

(1) Large and stronger mainstream public opinion field

Under the new media ecological environment, the prefecture -level television channel, as the party media, has always been a bridge and link between the party and the government to contact the people. It is an important mission of public opinion guidance of the new era of public opinion. Highlight the main functions of news propaganda, make highlights and characteristics of political attributes, and make highlights and characteristics.

(2) Program production and arrangement professionalism

1. Broken arm survival production capacity

The number of prefecture -level television channels is too large, the homogeneous competition of content production and compilation, and the limitations of the scale of advertising customer resources in prefecture -level television channels, eventually leading to the compression and vicious cycle of the channels of various channels. Taking a city platform in East China as an example, the city has 9 channels such as news comprehensive channels, film and television channels, entertainment channels, and children's channels, plus provincial platforms located in the same city, with a total number of cumulative channels reached 19. The city's population is more than 9 million, and the GDP in 2020 is 1.14 trillion yuan. 19 channels compete in the same market and are ultimately unsatisfactory.

Regarding whether to streamlined the TV channel, there have been differences in the industry. One point is that the channel as the scarce resource of irreversible policy, streamlined will lose the main development platform; the other is that streamlined channels are more conducive to release productivity, promote resource integration, structure optimization, and improve the quality of program and spread. In 2019, the State Administration of Radio, Film and Television issued a policy to clearly promote the professional construction of TV channels. This has to force the TV channels of TV stations at all levels to decisively decide and "break the arm". For prefecture -level TV channels that support the downturn, poor operations, and lack of high -quality brand programs as support, start from the actual situation to evaluate the professional program production capacity, operating costs and benefits of the professional program, and calculate whether the channel is profitable or losing money. Make the most favorable choice on the basis of finding the bottom number. 2. Actively explore the professionalization of the channel

For prefecture -level TV channels retained by optimized selection, we must actively adapt to changes in communication technology, media patterns, and public opinion ecology. 19: 00-21: 00 Professional programs are broadcasting ≥70%, and film and television dramas are broadcast ≤35%throughout the day, and except for film and television channels and comprehensive channels, 19: 00-21: 00 must not be broadcast. The overall requirements of film and television dramas, scientifically and reasonable planning and setting up professional channels, and doing a good job of specialized programs.

The requirements of channel professionalism seem to be a constraint, but it is actually a wisdom of differentiated survival. If the prefecture -level TV channel is prominent in the market, first of all, you must have your own characteristics and positioning, and you should get rid of the ratings of the TV series as soon as possible. The commonality of the evening arrangement of CCTV channel and the provincial star channel is: 19: 00-19: 30 Broadcast CCTV's "News Broadcast", 19: 30-21: 00 broadcast the "heavy purchases of each channel and the main viewing" Golden Theater ", after 21:00, is a variety showbelt. The prefecture -level TV channel has a lot of room for performance and rise before 19:00 in the evening and after 21:00. The arrangement of the wrong time and the professional characteristics of the channel will be conducive to the successful circle of professional channels.

In terms of professional arrangement and broadcasting of the channel, Jinan Life Channel's "Traffic Over the Times" and "Speaking Good Say" provides us with successful cases. The section of the "Time of Transport" is 50 minutes long, and the arrangement of the arrangement is 17: 40-18: 30 in the evening. It has avoided provincial satellite TV and CCTV news broadcast time. Citizens provide traffic police service information, showing vivid and lively examples of traffic safety education, large amount of information, and video materials originally ecological, truly attractive. "Speak Good" and select the first episode of the "Golden Theater" of most satellite TV "Golden Theater" at 20: 50-21: 30 in the evening. A time difference is played on the channel program arrangement. ——The characteristic characteristics of the elderly audience also provides another kind of ratings other than TV series for local TV audiences. In the second half of 2021, Jinan Life Channel's ratings, viewing duration, and average daily touch rate all showed up the market. Among them, "Time of Transport" and "Speaking Good Say" are the two peaks on the channel of the channel at night, which fully reflects the fully reflect The professionalization of the program arrangement to the channel brings to the channel.

3. Create regional characteristic brand programs, localized and popular content

The local and municipal TV channels are far from the central and provincial media in terms of strength and resources. In terms of market share and market sinking speed, they must compete with new media such as Douyin and Kuaishou. From the perspective of the production dimension of the program, the channel should find a targeted position, adhere to the content of the king, and adhere to the localization strategy.

Pay attention to a city and care about things around us. The prefecture -level TV channel should adhere to the creation of programs and columns with local characteristics, thereby forming influential media brands. For example, the Jinan Life Channel "Time of Transport" and "Say Good Say" are closely concerned about people around them, strengthening the people to serve the people, and promote the solution of the public's concern and concern. Taking the live broadcast content of March 29, 2022, "Time of Transportation" as an example, there are both real -time road conditions of the evening peak of the tourist road in Lixia District and the police in the Lixai Line of the Line City. During this period, the convenient measures launched by the traffic management department of the city central district, and the touching deeds of the 4 -hour life relay of the city's traffic police to escort the life -saving medicine; both traffic police handles you "how to cross the road" and high -speed road will be deducted by 12 will be deducted by 12 free throws. Education for vivid education. After looking at it in 50 minutes, the amount of information is large and the person is still overwhelming. "Speak Good" show on March 23, 2022, the "Four Boats and Two Dramas" shows about the maintenance of a family of four sons and two daughters on the maintenance of two elderly people and property. At the scene of the studio, the four sons tit -for -front, the two daughters outside the venue, the adjustment of the "community and the affairs", and the on -site interview party, etc., truly showed the complexity of human nature and the elderly supported this. A social problem.

The popularity of the TV media also determines the grassroots, entertainment, and regional nature of the content of the city -level TV channel program. The Jinan News Comprehensive Channel "Community Grand Gala" adheres to the local and the masses, creating the original Spring Festival Gala of Jinan. The participating guests are community people in Jinan and surrounding areas. The shows are from the original works of the community performance team. The gala, which integrates the elements, won the same period of the Jinan region for 13 consecutive years. The Qilu earth and Confucian culture, the common living environment, culture and history correlation, strengthen the regional identity and collective identity of the audience. After a few years, the high -quality column of the city -level television channel may become a "collective memory for a generation of people. "".

(3) Channel communication multimedia

The technology empowerment and diversified layout will help break the lack of linear timing of the original communication method of the city -level television channel. Technology provides more possibilities for the production, distribution, and communication of local TV channel programs. Taking Taizhou TV as an example, the mobile client "Infinite Taizhou", which was independently developed and operated by Taizhou Radio and Television, was officially launched in January 2016. Currently, it is registered with 1 million registered users, with an average daily survival of 150,000. Become the most well -known, reputation, influential new media communication channels and platforms. The Taiwan Channel has also registered more than 30 new media accounts such as Weibo, WeChat public account, Douyin, and headlines to build a new media matrix. The three radio frequencies of Taizhou Taiwan, three TV channels (TV news comprehensive channels, TV cultural living channels, TV public channels), a news website "Taizhou Online", two micro -ends, one internal publishing "Taizhou New Biography" It constitutes a comprehensive three -dimensional communication position. All programs do their best to absorb and use the characteristics of different media platforms, such as paper media comments and in -depth reports, TV visibility, fast interaction of broadcasting, flexible fashion of new media, according to all media planning, all -media collection, full media release As well as the "three full and three more" of multi -way presentation, multi -channel release, and multi -business development play a role of melting media communication, promote the formation of a situation of collecting, dynamic release, gradient processing, variety of forms, product sharing, melting media presentation, and three -dimensional communication. Essence At the specific operation level, through the diversion and topics of the social media of the channel column, create a click volume to attract users to gather and guide users to cross -circle interaction, and cause the multi -level communication chain of the Internet. The combination of the long and short videos of the entire media has broaden the short video platform and breaks the barriers of Taiwan. A short video can be used for high -quality TV programs, and the strip can be disassembled into a small video of about 2 minutes per episode. It is turned into zero, strengthened the short video attributes of the program, and the fragmentation of the program is accelerated.

(4) Industrialization of career development

As of the end of 2020, a total of 27 Guangzhou TV hearing industrial bases (parks) were approved by the State Administration of Radio, Film and Television, with revenue of 88.153 billion yuan and profitability of 8.713 billion yuan. It has played a positive role in promoting strategic emerging industries such as the digital economy, the cultivation of new formats in the digital economy, and driving employment and economic growth. Take the first national audiovisual industry base, China (Zhijiang) audiovisual innovation and entrepreneurial base as an example. The base takes the Yiyin Town of Xihu District, Hangzhou as the creation carrier. The layout is to build the first cultural and creative park transformed by the cement plant and the National University Science and Technology Park featuring artistic creativity, and the first cultural and creative art district transformed from the village in Zhejiang. If the industrial base in Hangzhou is more like an upgraded version of Beijing 798, it has a variety of attributes such as the renovation of the old city, the university science park and the audiovisual industry base, then the development of Shanghai Zizhu Digital Creative Port is more mature. China (Shanghai) online audiovisual base -Shanghai Zizhu Digital Creative Port, with more than 70%of companies engaged in emerging cultural companies engaged in online audiovisual, film and television animation, online games, technology research and development, and information services. Among the bases settled in the base, the five companies with the largest industrial income are Youku Tudou, Himalayan FM, DJI Innovation, Heart Network and Tunhu to raise cars. Games, Linghe Film and Television, Chuangmi Technology, etc. The construction of the industrial park has a huge investment, covers a wide area, and has strong development uncertainty. It is difficult to leverage the power of the local and municipal television channels. It is more about "east wind" and taking advantage of the trend. Then we might as well start with several other aspects: such as brand activities, e -commerce live broadcasts, short video production, etc.

Since 2020, under the premise of the normalization of the epidemic prevention and control, government work such as precision poverty alleviation and enterprise resumption of labor and production urgently need live broadcast blessings. When entering the field of broadcasting e -commerce, it has a unique advantage. Live and cargo also provides a new possibility for TV channel transformation. At the same time, relying on TV channel video production advantages, new media operations and short video creation departments can be established to deeply dig a new form of joint development of large screen+small screen industry. Create a new cultural practice base, explore video creation and market -oriented paths; realize the enrollment of short video production, radio and television anchor class, and jointly build a short video studio, e -commerce live broadcast room, and video production machine room. A good attempt.

Conclusion

At present, the television media is undergoing the most severe test in history, especially the ends of prefecture -level platforms at the fourth -level station, with limited coverage, less government investment, high costs for running Taiwan, and small living and development space. In the future, the media will continue to deepen and streamlined Taiwan. Facing the difficulties and challenges of the transformation and change period, the prefecture -level TV channel needs to change the concept, further strengthen the mainstream value, and create an authoritative platform; focus on the content of boutique and enhance the value of the platform; deeply cultivate government resources, help urban marketing, and strive to jump out of traditional media inherently inherently. Thinking mode, multi -dimensional attempts to solve the way, explore the activity of activity through beneficial practice, realize the integration and communication effect of "incremental transformation" and 1+1> 2. "All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X. Pioneer in August 2021.

The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

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