贵州广播电视台动静MCN发展现状与升级路径探析

Analysis on the Development Status and Upgrading Path of Guizhou Radio and Television MCN

全媒体时代下,短视频快速兴起,MCN成为了广电实现全媒体转型的风口。有效结合现代新闻传播规律和新媒体的传播特点,实现信息、技术、人才、平台的深度互融互通成为了当今广电融媒体发展的重要使命。以贵州广播电视台动静MCN为研究对象,分析其现阶段发展的优势和存在的问题、难题,运用创新扩散理论从创新扩散过程和影响采用率的创新特征有指向地对贵州广播电视台MCN进行具体分析,从内容运营、盈利模式、产业生态和服务媒体四个方面,通过对比研究和媒体市场分析,探究出贵州广电媒体利用MCN转型重构媒体影响力和商业生态过程中的有效路径及发展策略,旨在为贵州主流媒体实现全面升级提供参考借鉴。

In the era of omnimedia,MCN has become the outlet for radio and television media to realize the transformation of omnimedia.Effectively combining the law of modern news communication with the communication characteristics of new media,it has become an important mission for the development of radio and television integrated media to realize the in-depth integration and interflow of information,technology,talents and platforms.With Guizhou Radio and Television MCN as the research object,this paper analyzes its current development advantages,existing problems and difficulties,and applies the theory of innovation diffusion to make a specific analysis of MCN of Guizhou Radio and Television Station from four aspects:content operation,profit model,industrial ecology and service media.Through comparative research and media market analysis,this paper explores the effective path and development strategy of Guizhou radio and television media in the process of transforming and reconstructing media influence and business ecology through MCN,aiming to provide reference for the comprehensive upgrading of Guizhou mainstream media.