Discussion: The characteristics and development trend of news topic programs.

This is a big topic, and the following is just my humble opinion.

Speaking of news, of course, we must abide by the principle of authenticity of news, and we must never deviate from news facts and make things up. Today's news topic programs mainly have the following characteristics: First, the news information is rich and the material is detailed; The second is that the language style is approachable, not obscure and difficult to understand, and answers the questions of the audience. The third is form innovation, which combines the excavation of news facts with news comments to inspire people. However, there are also practices similar to the concept of yellow news, which sensationalize and incite public opinion, often in order to attract attention and win ratings. In many aspects, the news value is not enough, the report is not deep enough, and most news programs are the same, so it is always impossible to break through the bottleneck and achieve innovation.

However, the program forms of TV news are constantly enriched, from dynamic comprehensive news programs to diversified program forms such as news commentary columns, in-depth reports columns, news topic, news talk shows, news documentaries and news magazines. , forming a colorful news program group, which basically conforms to the development of international TV news, the change of communication environment, the change of communication relationship and the increasingly fierce market competition.

1. News programs become professional. With the increase of channels and the development of network, the audience market will be further subdivided, and the monotonous viewing needs will be replaced by diversified and niche viewing interests. In fact, this trend is an extension of the whole domestic media market segmentation trend in China since the early 1990s. Obviously, the traditional TV programs aimed at the largest audience will face the final sound, and the "selling point" of future TV programs will be mainly reflected in pertinence and particularity. With the gestation and maturity of the program market, other types of programs will become more and more diversified. That is to say, in addition to the comprehensive news programs with current affairs news as the main body for most audiences, the specialized, featured and thematic news programs for special audiences will increase day by day and become the main news programs. This kind of program does not aim at attracting the public, but attracts relevant people with professional, authoritative and unique information to compete for market share in this field. On the other hand, it is the specialization of taste. That is, news is produced, arranged, packaged and played in different ways according to the appreciation tastes of different audiences. Most of the current news programs are serious and orthodox, lacking a civilian perspective and an equal attitude. This situation will become history. News programs with a small audience will lock in the target audience, pursue affinity, adopt corporal punishment mode and increase the sense of communication, which will be a beautiful scenery in future TV broadcasting. In a word, TV news programs, like other programs, must adapt to the rules of the communication market.

2. Improve the professional standard of news programs. The information channels are increasing day by day, especially the network sources are diverse and extremely rich, which is incomparable to any traditional media. The main body of online information is news. According to the survey of China Internet Network Information Center, the main information needs of netizens are "news" (accounting for 65.5%) and "scientific and educational information" (accounting for 3 1.43%), and the sum of them is 97%. At the same time, the survey shows that although there are many websites and full of confidence, there is too little information that netizens think is "worth seeing". Online information generally has the defects of non-specialization, shallowness, miscellaneous and similarity, and even it is difficult to distinguish between true and false. The results of this survey show that the audience's requirements for news information are quite different from before, that is, in the case of more and more information available, it is not enough, the timeliness is fast, and the professional level of news is higher. This represents the development direction of future news.

The improvement of TV news professional level is mainly manifested in four aspects: first, the degree of objectivity and truth. This is the professional standard that journalism as an independent industry must have. Although it may be interfered by some factors, it should always be the first. The more open the information environment, the easier it is for news from different sources to verify each other, and the higher the objectivity of reporting. If news programs want to occupy the market and TV stations want to establish a good image, they must ensure the objectivity and authenticity of news. Secondly, the accuracy of the report. With the increase of news channels and information, it is difficult for any media in today's internet age to simply grab time and grab "exclusive news" to beat competitors. In order to give full play to the advantages of professional news organizations, TV stations must work hard on the accuracy and depth of information transmission, that is, pay attention to providing news works with more analytical depth, more integrated breadth and more original views through in-depth investigation and interview, so as to reach a professional level that non-professional organizations can not reach. This is a big "selling point" of future TV news. Third, the fairness of public opinion guidance. In an open information environment, the possibility of information manipulation is reduced, so the more fair public opinion is, the more instructive it is. For TV stations, the fairer public opinion, the more "market" marketing power. Public opinion guidance itself needs to be pragmatic, and the current blunt guidance method should really be abandoned. Fourth, the degree of refinement of program production. As an intuitive media, well-made TV programs are directly related to the visual impact and emotional aesthetic pleasure that the programs bring to the audience, and then affect the market share of the programs. Therefore, from the packaging of the program logo, to the determination of the theme of the report, the use of reporting techniques, and the appearance of TV discourse, we must carefully plan and elaborate, and take risks to the audience with high-quality TV news works that are both original and beautiful. This is another magic weapon for TV stations to show their professional standards and "defeat the enemy" in the fierce market competition.

3. Regional news is becoming more and more important. Judging from the development of TV news in developed countries such as the United States, Britain and Japan in recent ten years, the proportion of regional news in TV communication is increasing, which reflects that people are paying more and more attention to regional affairs. For example, the proportion of international news on some major national stations has dropped sharply, from about 20% in the 1980s to only 12% now. The proportion of international news in many regional stations and alliance stations is even smaller. Experts believe that this trend is related to the increasingly important role of social areas in people's lives. It should be said that this situation has existed for a long time in China. At present, most news programs of local TV stations in China imitate CCTV format, with little creativity, and some even lose themselves and are not worth taking. Regional news should not only be close to the people and life in content, but also be deep and lively; At the same time, in the overall positioning of the program, we should pay attention to service and utility (practicality), increase near-effect news and reduce far-effect information, that is to say, we should emphasize the direct utilitarian value of news and dilute its cognitive value accordingly, which is the difference between local news and national and even international news. Of course, emphasizing regional news does not require local news programs to be limited to the dissemination of local information, nor does it require TV news people's vision and value orientation to be limited to closed areas; Instead, it requires TV news programs to strengthen local characteristics and pay attention to local "people's livelihood", "public opinion" and "civil rights". We should not only pay attention to examine and report domestic or international news from the perspective of "relevance" and "proximity" to the local area, but also pay attention to examine and report local news from the national and even global perspectives.

4. Explore the "fourth generation" TV news programs. The first three generations of TV news programs are the result of gradually exploring the characteristics of TV communication and exploring the advantages of sound and picture matching. The first generation of TV news programs followed the style of news documentary films, emphasizing photography and ignoring sound; The second generation TV news program is a simple superposition of text news and pictures, or a diagram of new text news; The third generation TV news program truly embodies the characteristics of TV, and the comprehensive use of symbols such as pictures, sounds (including actual sounds and live sounds), subtitles and stunts. The "fourth generation" TV news program will be the product of the combination of TV and network technology, with the new characteristics of network TV. This exploration has just begun, and no one can give an accurate description, but the fourth-generation TV news programs have at least the basic characteristics of multimedia and hypertext, and the interactivity of news programs is also under study. In order to meet the challenge of network media, domestic TV reporters need to improve their network literacy and cultivate their abilities in remote interview, hypertext writing and online hosting.

5. Run brand news programs. 2 1 century, the media competition is very fierce. As the mainstream news media, TV stations need to base themselves on high-quality news programs, and the key elements of their success are: focusing on brand news programs. Brand news programs, that is, news programs produced and released by a specific TV station with the image and characteristics of the station. Brand news programs not only have the value elements of general news programs, but also have the characteristics of credibility, uniqueness, influence and distinct exclusivity. Uniqueness and exclusiveness are the most valuable characteristics of brand news programs, which determine how viewers choose among many channels. Such as BBC, CNN, PBS.

To sum up, TV news programs have excellent development prospects in China, especially the news programs of local stations. To run news programs well, it is imperative to strengthen the quality awareness and marketing awareness of programs. Although the functions of news programs and entertainment programs are completely different, news programs are also a special commodity and need to conform to market rules. In the final analysis, the future development of TV news programs will follow the market rules.