The Breakthrough Path of Dialect-based Programs from Local TV Stations to New Media Platforms:A Case Study on the Promotion of Fuzhou Dialect Programs

With its regional cultural characteristics and localized content forms, dialect programs highlight the daily lives of local communities, and become an effective way for local TV stations to break through the power and resource advantages of CCTV and provincial TV stations and seek for self-survival and development. However, with the rapid development of society and the frequent flow of population, the audience base of dialect programs has gradually weakened, and their room for survival and development has been severely challenged. Especially amid the rapid rise of new media, dialect programs are facing fiercer competition and greater pressure of transformation. The successful case of Fuzhou Dialect program Panjiang provides a useful reference for the transformation of dialect programs. The program not only deeply cultivates local culture, but also builds an information exchange platform. for Fuzhou residents through the medium of local accents. It also provides an all-round and multi-level audio-visual experience for the audience through the integration of interesting stories sharing, civil mediation, folk customs display and other dimensions. At the same time, Panjiang actively embraces new media and expands its communication boundaries through short videos, live broadcasts and other forms to attract the attention of young audiences.