当下,各种新兴媒介接憧而来,人们获取信息的途径越来越多。媒介融合背景下,拥有地域特色的省级卫视——山西卫视如何突破困境,走出品牌化道路就显得尤为重要。一、山西卫视面临的困境(一)“新兴媒体”争分天下在这个媒介社会,网络媒体在短短几年的时间里以波涛汹涌之势,成为人们日常生活中的重要组成部分,即使在农村人口占据一半比例的中国,截止2011年底,网络的普及率已经达到了38.3%,网民的规模达到了5.13亿,这个数字到了2016年仍呈递进式增长。同时,智能手机的 Nowadays, all kinds of new media come in, people have more and more ways to get information. Under the background of media integration, it is particularly important that Shanxi Satellite TV, a provincial satellite TV with regional characteristics, overcome difficulties and walked out of the brand-name road. I. The Dilemma Faced by Shanxi TV (A) “Emerging Media” Conquering the World In this media society, the online media has become an important part of people’s daily life in a raging wave in just a few years. In half of China’s rural population, by the end of 2011, the penetration rate of the Internet had reached 38.3% and the number of netizens reached 513 million. This figure is still increasing progressively in 2016. At the same time, the smart phone