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"Subversion TV": SMG Media Strategy And Practice In The Context Of Media Convergence (2001-2011)

Posted on:2013-11-07Degree:DoctorType:Dissertation
Country:ChinaCandidate:W M JiangFull Text:PDF
Abstract/Summary:PDF Full Text Request
Within the framework of study on the media convergence theory, Shanghai Media Group (hereinafter referred as SMG) was selected as the subject of this study. Based on a qualitative methodology, this study comprehensively reviews the development history of SMG’s visionary omnimedia strategy from its establishment in 2001 to 2011. The implementation process of its omnimedia strategy was also throughly described from trilateral dimensions, namely media innovation, media convergence, and media management. Via means of in-depth interviews, spot and participative observations and archival research, the author summarizes SMG’s audacious endeavour to negate its old image/positioning and its enthusiastic effort in strategy and management innovation during the course of new media development. Additionally, the author analyses difficult issues along the implementation process of SMG’s omnimedia strategy during the aforementioned ten years period, particularly from the viewpoint of middle-level managers who seldom come under the spotlight. These issues include:pros and cons of two different development models adopted in implementing SMG’s omnimedia strategy; copyright administration and process restructuring during SMG’s extension of business antenna from classical program production and airing/broadcasting to modern full-scale content management; fast evolution of SMG’s corporate structure during its leaping development period;non-coherence situations between the demand of media industry development and the corresponding regulatory systems.It is concluded that the omnimedia strategy initiated by SMG in China is a strategic development model of landmark significance under the background of media convergence and tri-network integration, i.e. the fusion of telecommunication, computer and radio and TV networks at high level. This model points out that the arrival of the omnimedia era based on novel media technologies will create a new opportunity for traditional media groups to extend their business antenna, and the diversified and differentiated implementation of this strategy will widen the rational horizons for the innovation and growth of media groups. For media groups in China, which are usually like a mixture of governmental organization, commercial enterprise and functional institution, emphasis on corporate governance and encouragement through management innovation to offset its low efficiency of the outdated system, will be a key to the successful execution of their omnimedia strategy; also the emphasis of user-oriented operation, instead of the classical production-oriented operation, is the only route to fully realize their omnimedia strategy; while employment of fund-raising mechanisms to obtain support from capital market will create a solid financial foundation.The study result outlines the inevitable conflict mechanism rising from Chinese media industry’s existing structural, management, and system limits during its drive for development through cross-industrial and cross-business media convergence.This study also analyses various oriental and western experiences which Chinese media industry could learn to alleviate its risk while promoting industrial innovation in a global trend of media convergence.It should be noted that the term "Subvert TV" used in the title of this paper was introduced by Li Ruigang, former president of SMG, when he gave a speech at Peking University. The meaning of this term as used in this article does not indicate the replacement of traditional media by new media, nor does mean the replacement of one industry by another. Instead, it signifies the self-negating mentality cherished by media elites and mirrors their growing anxiety and impatience to expedite reform of the media industry dragging on under the system of state ownership. Unless the system evils now plaguing the TV and radio industry are totally eradicated, however, successful implementation of the omnimedia strategy in its true sense will be hardly possible for any individual media unit, as has been proved in SMG’s case. It is true that the company has harvested quite some results from its reform efforts lasting for more than 10 years. Lots of roadblocks, however, still stand in its way toward the goal of developing into a next-generation omnimedia unit that is people-oriented and that offers a complete array of services including contents, interaction and social networking, whose clearance calls for comprehensive system reform, technical innovation, and industrial convergence.
Keywords/Search Tags:Media Convergence, Omnimedia, SMG, Media Innovation
PDF Full Text Request
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