融媒体背景下广电媒体内容生产与传播策略研究

Research on Production and Dissemination Strategy of Radio and Television Media Content

在新媒体快速发展的媒介变革时期,传统媒体正面临着多重挑战。媒介融合为传统媒体带来了新的机遇,如何利用融媒体积极进行转型是包括广电媒体在内的所有传统媒体都需要深入思考的问题。内容是媒体的核心竞争力,内容生产与传播也是广电媒体进行融合发展的根本。广电媒体要积极创新内容生产、提升内容影响力,突破瓶颈,把握融媒体时代的主动权。

In the period of media change with the rapid development of new media,traditional media are facing multiple challenges.Media convergence has brought new opportunities to traditional media.How to make use of converged media to actively transform is a problem that all traditional media,including radio and television media,need to think deeply.Content is the core competitiveness of media,and the production and dissemination of content is also the foundation for the convergence and development of radio and television media.Radio and TV media should actively innovate content production,enhance content influence,break through bottlenecks and grasp the initiative in the era of media convergence.