Research On The Omnimedia Strategy Of Phoenix Satellite TV In The Background Of Media Transformation

The rising of new media represented by network media and mobile media has changed the basic pattern for competition between traditional media. Faced with the decreasing income and sharp pressure because of audience shunting, traditional TV media must be transformed to adapt to the needs of the new environment.The Omnimedia strategy of Phoenix TV receives its reformative strengthen from the phoenix’s new media, and is best-known for a strategic layout spanning the concept of "TV brand+Internet thinking".This paper sets phoenix satellite TV as a research, which is representative in the practice of building of Omnimedia strategy, uses the balanced scorecard to set up a simplified evaluation system for TV media strategy after making a detailing analysis about its whole concept, layout and relevant practice, and operates a full assessment for phoenix TV’s Omnimedia strategy, and furthers a study of its benefits and disadvantages brought by the strategy implementation.Later, this paper summarizes from the aspects of external environment and internal advantages the factors for the success of phoenix TV’s strategy, and provides some suggestions for its future development.In general, under the background of media transformation, phoenix’s media strategy possesses certain representation, and is worthy to be learned from Chinese mainland media.Compared to the present transformative situation of domestic media, a great many TVs have performed certain explorations on the road of the media fusion, but do not get full of smooth in the course of the development, consisting of external disorders such as lack of institutional environment as well as high barriers,and internal problems such as unclear brand positioning as well as a barrier between the old and new media.Therefore, how to do well in planning for Omnimedia strategy, to learn successful experience for avoiding detours, and obtain a position in the fierce competition among the media, is a big question that must be thought about for Chinese mainland TVs.Finally, on the basis of the success of phoenix’s strategy and problems existing in the development of mainland TVs, this paper provides some feasible measures for mainland TV’s transformation in the progress of Omnimedia’s fusion.