省级电视台地面频道的媒介融合与发展策略分析-analysis of media integration and development strategy of provincial television terrestrial channels.docxVIP

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省级电视台地面频道的媒介融合与发展策略分析-analysis of media integration and development strategy of provincial television terrestrial channels.docx

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省级电视台地面频道的媒介融合与发展策略分析-analysis of media integration and development strategy of provincial television terrestrial channels

AbstractInrecentyears,therearetwothemesaboutthetelevisionmediareformation.Oneistheseparationbetweenproducingfrombroadcasting.Andanotheroneisthemediaconvergence.Thekeypointofseparationbetweenproducingfrombroadcastingliesintherevolutionandofthemediaconvergenceisdevelopment.Thesetwoarerelatedwitheachotherandthatneithercanexisteffectivelywithouttheother.Innovationortransformation,fromanoldspacetoanewspaceorleapingthroughspaces,doesn’tmeanonespacetakingtheplaceofanotherspacebuttheblendoftwodifferentspaces.Howmuchdoeseitheroccupy,thisistheproblemofcomplicatedvariablequantity.Boththetraditionandfollowingtheruleofnewspaceareessentialfortheinnovation.Andthenhandlethecombinationofthoseskillfully.Inpastovertenyears,thenumberofInternetusersincreasedtenfoldandthetimeonlinepercapitaincreasedtwiceover.Andaccordingtoestimates,thenumberofInternetuserswillincreasetwiceoverinthefuture5or10years,butthetimeonlinepercapitawillincreasetenfold.Tentimesincreaseoftheonlinetimeisnotjustaquantitativechangebutthequalitativechange.Inthepast,thefunctionsoftheinternetwerejustlimitedtoE-mailsendingandnewsbrowing.Nowit’sessentialonallaspectsoflife,entertainmentandwork.Weliveinthesebothspaces.Andourlifeistheblendofthesetwospaces.Sothemedianeedtoblendtoobecausethereweremorethan600millionpeoplecouldnotlivewithouttheInternet.Tomeasuretheinfluenceofthemedia,theeasiestwayistoinvestigatehowmuchtimetheuserswouldliketospendonthiskindofmedia.Butfornow,peoplespendmoreandmoretimeontheInternet.Buttherealspaceisfundamental,theinternetcannottaketheplaceofeverythinginourreallife.Sothemediaconvergencehavetograspthislaw.Ifwekeeptheformertraditionalconvergencepattern,justtakingtheInternetasakindofcarrierornewchannelwhichwillbemarginalizedsoon.That’sthedifferencebetweenthenewandformertraditionalmediaconvergence.IIAsPresidentXiJinpingmentioned‘focusonmakinganewtypeofmainstreammediaswhicharediverse,advancedandcompetitive,buildinganewmediagroupcombinedwithstrongability,communicationpowerandinfluences,makingamodernmediasys