Research On TV Media Survival Strategy In New Media Context

With the arrival of the new media era and the rapid development of its techniques, the traditional media pattern, medium and spreading ways have changed significantly. In the past few years, theorists have made a wide range of investigations into these changes from different aspects. Generally, however, these investigations mostly focus on the functions of the media itself or on the variations of the spreading ways, the contents of which they involve are rather diverse including all the new phenomena relating to people’s daily life, work and entertainment such as movies, TV programs, cartoons, advertisements, landscape designs, mobile phones and internet. Different from above, this paper does not concentrate on the partial yet too diverse information but more emphasize on the survival strategy of the TV programs based on the new media context from TV media angle. For example, when the new media era has come, what are some possible challenges the traditional TV media may encounter, what are some solutions the current TV media has provided, where would the TV media go in the future, what are some possible interactions and combinations of the traditional TV media and new media etc.There are three parts in this paper. First, clarify the new media context background. Strictly, it is the new media resources and the people living in the new media era that help to construct the so-called “new media context”. Therefore, investigating the new media context actually means investigating the definition of new media, the atmosphere formed by the emerging new media along with its effects on people. Second, investigate the situations of TV which is an information spreading platform usually defined as a traditional media despite its short period of occurrence. In the past practices, TV has long been considered as the combination of device terminal(the television), medium(one of the traditional mass medium apart from newspaper and broadcast) and the contents(news, TV programs about information and art). Due to the arrival of new media era, each section needs to reform and develop to keep pace with age. Thus, it can be widely seen that TV is “new mediumized”. For instance, digital TV and cloud media TV have realized many functions of new media. Also, TV remains to have its pure and original property as an audiovisual media. In other words, TV still needs to be the dominant provider of audiovisual information despite the emergence of various types of new media. According to this, the second part is that as a traditionally dominant audiovisual media, what are the impacts on TV caused by new media, how is the possibility of the survival, what are the opportunities it may have. In addition, among all the contents provided by TV, we divided them into three categories, which are news, information service and art. In this paper, it is believed that in the competition between TV and new media, the one which is most likely to have an excellent performance is art TV programs. This is because the other two types aim to meet the utilitarian demands of the audience such as recognition, work, daily life and the reception of values and judge which requires their existence, production and spreading should be special. In contrast, art TV programs aim to meet the needs of entertainment, aesthetics and emotions. As a result, it is connected with TV culture and art itself more closely rather than the non-television factors. Based on this, we pay more attention on the contents of this type, particularly the challenge encountered by mass entertainment, culture and art, movie and TV play in the new media context, the achievement and failure we have got, the strategy that can be made, the possible trend of development in the future etc. Overall, the starting point of this paper is to seek a wider development space for the TV media which provides audiovisual contents purely, which is also the main purpose.