Study On New Media Development Strategy Of TV Media

Televison is regarded to be one of the greatest invention in the world.The first television was successfully assembled by John Logie Baird in 1925. Hence,the first television in China was made by Tianjin Radio Factory in March,1958.At present,Television has become the breath of life to human.Meanwhile,with the development of television television media has grown strong in innovation as well.However,TV media have to face the challenges new media have brought which based on digital techniques and internet technology.Compared with TV media,New media like buliding TV,outdoor media,Internet video and mobile TV have many advantages such as Interactivity,free access,selectivity and so on.The growth of new media has a great effect to the TV media.Therefore,TV media positioning changes and the strategy development making are required.TV media has to put forward the development strategy for the change of new media technology,people's consuming habit,ways of accepting and spreading information.This paper comes up with some specific strategic measures for TV media by using relative strategy analysis theory framework and analyzing the history,environment and the present difficulties in new media development.The paper divides into prologue and four components.The first component gives a general introduction to new media and development strategic theory.The second part summerizes the new media development strategy of the major TV media in China.The third part analyzes the inside and outside environment of for TV media to develop new media business.The last part offers some proposals for TV media to make developing strategy.