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2011年1月21日,腾讯公司推出了一款为用户提供即时通讯服务的免费应用程序——微信。随后,微信用户数量直线上升。2013年年底,微信用户超过5亿。一、微信在广播电视媒体的运用广播电视可以利用微信这一渠道扩大自身内容的受众范围。微信精准营销的特性无疑让以往杂、众、散、匿的受众成为了有鲜明个性标签的个体,让媒体更直接了解用户对内容的喜好,打破了以往“闭门造车”的局面。微信还为广播电视提供一对一面对受众的渠道,弥补以往单向传播缺乏反馈途径的不足,同时方便快捷和免费的即时交流能
January 21, 2011, Tencent launched a free application to provide users with instant messaging services - WeChat. Subsequently, the number of WeChat users rose linearly. By the end of 2013, WeChat subscribers exceeded 500 million. First, the use of WeChat media in radio and television Broadcasting and television can use WeChat this channel to expand the scope of its own content audience. The characteristics of WeChat’s precision marketing undoubtedly made the audiences with distinctive and individualized tags become more familiar with the past, the public, the casual and the audience, and let the media more directly understand the user’s preference for the content and broke the previous situation of “making a mistake.” WeChat also provides one-to-one radio and television audiences facing the channel to make up for the lack of one-way communication in the past lack of feedback, while convenient and free instant exchange of energy