融媒体视域下河南卫视创新发展研究

融媒体视域下河南卫视创新发展研究

杨丹迪

(西北大学现代学院，陕西西安710100)

【摘要】当《唐宫夜宴》《洛神水赋》《凤鸣朝阳》《天庭潮音》等节目跃然于银幕之时，河南卫视再次突破“流量为王”“套路叠加”的传统创作模式，以文化更新内容，以科技创新形式，依托“中国节日”系列IP，借助AIGC等技术革新节目内容，构建兼具历史底蕴与现代美感的视听体验;并精准锚定年轻受众，通过抖音、B站等短视频平台实现“小屏引流一大屏转化”，更新传媒产品理念，转换媒介发展战略，打造出文化定位、内容为王的独特品牌，延伸文旅产业链，形成“内容创作一多元传播一产业变现”的闭环，重新走进大众视野，顺应时代潮流，实现破圈传播，为主流媒体实现传统文化创造性转化提供实践样本，为非头部省级广电的融合发展与管理创新提供关键启示。

【关键词] 媒体融合;河南卫视;文化IP

Research on the Innovative Development of Henan Satellite TV from the

Perspective of Converged Media

Yang Dandi

(Modern College of Northwest University, Xi 'an, Shaanxi 710100)

[Abstract]When programs such as "Tang Palace Banquet", "Luo Shen Shui Fu", "Phoenix Singing inthe Morning Sun", and "Heavenly Court Tide Sound" were presented on the big screen, HenanSatellite TV once again broke through the traditional creative model of "traffic supremacy" and"superimposition of stereotypes", updated the content with culture, innovated the form with technology,relied on the "Chinese Festivals" series IP, and used technologies such as AIGC to revolutionize theprogram content. Build an audio-visual experience that combines historical depth with modernaesthetics; And precisely target young audiences, achieve "small-screen traffic diversion large-screenconversion" through short-video platforms such as Douyin and Bilibili, update the concept of mediaproducts, transform the media development strategy, create a unique brand with cultural positioningand content supremacy, extend the cultural tourism industry chain, form a closed loop of "contentcreation - diversified dissemination - industrial monetization", and re-enter the public eye In line withthe trend of The Times, achieve cross-border dissemination, provide practical samples for mainstreammedia to creatively transform traditional culture, and offer key inspirations for the integrateddevelopment and management innovation of non-leading provincial radio and television stations.

[Key words]Media convergence; Henan Satellite TV; Intellectual Property

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