“两微一端”与电视媒体转型

Weibo,WeChat and News Apps and Transformation of TV Media

电视媒体向"两微一端"转型过程中,面临如下外部挑战:移动客户端的流行、跨屏观看与碎片化阅读的普及和电视观众的老龄化与年轻受众对互动的重视。与之相应的是,电视媒体内部存在如下误区:错误地认为电视媒体因主打视频产品而较之其他媒体更具转型优势;媒体客户端因容纳太多内容导致功能重合;集团内部因"两微一端"的账号过多而导致同质化竞争严重。因此,电视转型的内在进路是:报道内容的差异化和精品化;加强受众调研和客户分析;用可视化技术提高界面友好度;发挥主持人和机顶盒平台的效应。进言之,"两微一端"对电视转型的未来启示在于:在人与产品的关系上重视内容+形式,在人与人的关系上重视社交属性+用户体验,在人与网站的关系上重视母媒与子媒的角色整合。

On the progress of transformation that TV media strengthens and broaden the new channels such as"Weibo,WeChat and News Apps",there are some external challenges:popularization of mobile Apps,watching on multi-screens,and fragmentation reading and aging of televiewer and appreciation about interaction between communicator and audiences from youngers.Correspondingly,there are some wrong regions in TV media:firstly,the broadcasters wrongly think TV has more advantages in transformation than others because the former is good at the video producing;secondly,the media Apps will meet the repetition of functions because of long programs;last and not least,the homogeneous competition is more and more severe in the intra-group because of the online accounts of"Weibo,WeChat and News Apps".As the countermeasures,firstly,differentiation and best quality in report content;secondly,strengthening investigation of audiences and analysis of clients;thirdly,improving user-friendly interface with the help of visualization tech;playing the important role of hosts and STB.Moreover,the enlightenment of"Weibo,WeChat and News Apps"for TV media is:pay attention to content and external form in the connection between audience and products;strengthening social nature and clients experiences on interpersonal relationship;improving the convergence of role between parent media and subsidiary media on the relation of man-machine interaction.