How to realize the innovation and transformation of TV advertising business model in local and municipal TV stations

The content of advertisements should be innovative, and efforts should be made to realize transformation in terms of product value-added and system mechanism, so as to further strengthen the competitiveness of advertisements of local and municipal TV stations. This paper discusses how to realize the innovation and transformation of TV advertising business model in these aspects. Keywords: prefecture and municipal level; TV advertising; innovation; transformation Since 1983, when the "four levels of television" started, prefecture and municipal TV stations have been established as if they were springing up one after another. However, in this diversified market, the impact of CCTV, many provincial TV stations, internet, magazines and newspapers on local and municipal TV stations has become bigger and bigger. But in order to survive the fierce competition in this society, what can these local and municipal TV stations actually do? I think that at least the first to achieve localization of advertising programs, diversification of business methods, standardization of management forms.　　Accompanied by the State Administration of Radio, Film and Television on the various local and municipal television station management policy is becoming more and more comprehensive, especially on the TV advertising business regulation gradually increased, coupled with mobile media, building LCD media and other forms of media is becoming increasingly powerful, which is a comprehensive impact on the traditional television media advertising business, and at the same time, the audience with the change of time, in the aesthetic and spiritual needs of the huge changes in the corporate advertisers' professionalism has also been greatly improved. The degree of professionalism has also been greatly improved, they also began to demand more specialized and scientific services and media advertising products, and this series of changes has led to the advertisement management concept of local and municipal TV stations to be constantly overturned and re-established. In the face of the increasingly fierce advertising competition, how to maintain the growth of advertising profits of local and municipal TV stations, first of all, we must realize the innovation and transformation of TV advertising business model.　　Although there are shortcomings of local and municipal television stations, but at the same time there are other media do not have with the majority of the audience has the most natural blood relations, and its majority of the audience with the same roots, and the people's psychology, habits, cultural values, value standards and so on have a lot of proximity, but also has *** with the same cultural dimension, so in the dissemination of information, television stations and the audience will appear to be the interaction between the communication. Therefore, the interaction and communication between the TV station and the audience in information dissemination will be relatively easy. At the same time, this is also the soul of the survival of local and municipal TV stations.　　Television advertising is the main support for the survival and development of television media nowadays, and the strong mass media such as CCTV and satellite TV have brought a lot of pressure to local and municipal TV stations. In recent years, there are many local and municipal TV stations' advertisements show a picture of sluggishness, plus many local and municipal TV stations' internal personnel are too large, and the internal establishment is also very complicated, which has become a bottleneck restricting the survival and development of local and municipal TV stations. The advertising industry itself is very susceptible to macroeconomic influences, and over-reliance on one or two industries will further exacerbate such influences, and once any problems arise in the operation of the pharmaceutical industry, the advertising operations of many local television stations will be seriously affected. This requires local and municipal TV stations to be strategic in their business approach. First of all, local and municipal TV stations should establish a complete media operation mechanism, which builds up a communication platform from TV programs to advertisements. To achieve a unified pace of the whole station, to unify the operation, but also between the audience and advertising can find a balance, and for TV advertisers to create a good program. To transform TV program production into program management, *** with the same efforts to generate revenue for advertising. Secondly, it is necessary to improve the specialization of the channel to create a good TV program. Television advertising resources is not the segment time, but also not the number of channels owned by the number of, but for the attention of the television media of the majority of television viewers, to see who attracts the attention of the people more, who can become the master of the market, so the more urgent need for high-quality television programs. Thirdly, value-added advertising services should be strengthened in advertising operation. What advertisers are more concerned about is not the amount of advertising fees, but how much economic benefits these advertising fees will generate. Therefore, TV media must participate in the market behavior of advertisers and help the advertising department to complete some value-added services in market operation, which makes advertisers rely more on TV media and feel that placing TV ads is worthwhile. Other than that, the integration of media resources maximizes the share of the advertising market. The concept of integrated marketing has been universally accepted as well as applied, and local and municipal TV stations should also try to integrate more media resources and utilize local newspapers, audience interaction, networks and businesses. This will maximize the use of media resources and continue to attract advertising investment. Although local and municipal TV stations have until now had to rely on revenue from TV advertising to keep the station running, we must see that diversification of operations is an opportunity for local and municipal TV stations to survive. We have to use the cultural extension of the television media, fully explore the commercial value of television products, perhaps in the future we no longer need to sell advertising time, but by speculation on the media product, the media product itself carries the commercial content may be richer, more profitable.　　First, the transformation of advertising management: the upgrade path from hard to soft advertising Soft advertising represents cultural soft power, and the prerequisite requirements of soft advertising are good brand, high program ratings, rich and diverse resources, and the team's strong sense of operation and high level of operation. Value innovation is not only a kind of innovation, but also a kind of strategic thinking transformation, which can realize from passive provision to active satisfaction. And in terms of strategy, it is more important to pursue its differentiation and low-cost requirements at the same time.　　Second, the transformation of product value-added: open up a second battlefield Relative to hard advertising, it is now necessary to pull out a new soft advertising product line, which includes 1 Virtual advertising Includes late or in addition to advertising digital signals. Is embedded in the program background image of the low-cost post-production; low difficulty, high operability; and extensive use of background materials, the second round of development after the implantation of advertising.