Author(s)

Yan Chen ¹, Nian Lian ¹, Shuyue Liu ¹

Affiliation(s)

¹ Chongqing Foreign Language and Foreign Affairs College, Chongqing, 401120, China

Corresponding Author

Yan Chen

ABSTRACT

The ever-changing technological breakthroughs are opening up the boundaries of the media, and the development of media convergence has been renewed and iterated. Based on the integration of TV stations and the Internet, which is no longer fashionable, this paper takes the first domestic cable TV network's TV parenting community-Chongqing "i12 Parenting Community+" as an example to explore the specific performance of its in-depth integration of TV stations and the Internet. This article examines the Chongqing "i12 Parent-Child Community+", one of the earliest TV parent-child communities in the domestic cable TV network. Its investigation focuses on the specific performance of the in-depth integration between the TV station and the Internet. The findings reveal that the community strongly caters to the children's demographic, refines market strategies, and showcases the collaborative nature of TV station and Internet integration. Notably, it employs diversified entertainment marketing, multi-screen live broadcasting, and interactive features, creating a close connection between the TV station's content, channels, and users on the Internet. This provides reference and reference for the deep integration development of traditional media.

KEYWORDS

"i12 Parent-Child Community+"; Deep integration of radio and internet; Deep penetration of target groups

CITE THIS PAPER

Yan Chen, Nian Lian, Shuyue Liu, Innovative Study on the Deep Integration of Television and the Internet in Chongqing's "i12 Parent-Child Community+". Media and Communication Research (2023) Vol. 4: 10-17. DOI: http://dx.doi.org/10.23977/mediacr.2023.040802.

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