| Under the impact of the digital wave, media convergence acceleration, and network penetration, television media has been faced with one difficult choice that comes from the collision and confusion between two kinds of actual condition of itself. On the one hand, the current operation and development of television media, to some extents, is still leading the other traditional media and possessing lots of interests. Abandoning the long traditional ideas and subverting the established development model will inevitably lead to the risk of sacrificing the existing interest in short time. On the other hand, with the increasingly fierce competition from new media, television media has to respond to the challenge of networking actively. Without developing ideas and guiding strategies, television media, seems faltering in the face of networking model. In the context, the objectives of this study are seeking to analyze the internal laws of the media network and provide a specific model of survival and development for Chinese TV media, so that it can facilitate the practice of media industry’s colleagues in the television network operations.From the perspective of network’s survival form of the television media, the author demonstrates the necessity of networking trend by logical way. It is an inevitable result of historical logic, technology and market logic to choose the survival of television network. The pressing problem for TV personality is how to rationally set the strategy and tactics, so that they could fast and effectively develop in the four specific paths, including platform-based Web site-building, improvement of digital channel, development of video-based business, application of mobile technology.As to platform-based Web site-building, we must break the "window" limitations of the site and build it as a more wide-area global e-commerce system, including spreading of message and product marketing. At the same time, the e-commerce system can be constructed as a platform of high profit which has high satisfaction of service, high advantage of technology, high availability of product, highly scalable character.As for the improvements of digital channel, it is mainly focusing on the "massive amount of professional content, two-way interactivity, multi-profit model" to enhance and strengthen the three areas. In order to fulfill that, it is highly necessary to build network-based TV industry chain to establish a rational distribution mechanism of benefits, to carry out capital operation and integrate private resources for promoting the great development of content industry, broaden the field of industrial operations, and explore more profit model. At the same time, it is also necessary to create contents center including mechanisms for network sharing, establish a sound system of media asset management, develop a web-based marketing platform, and build a digital center about family consumption. As to the expansion of Web-based video business, it is in front of five kinds of pressure including the audience pressure, peer pressure, outside pressure, external pressure, and the higher pressure on the industry. It is precisely the existence of these pressure that help to develop the services of TV media network video. Compared to other forms of media, television media has some natural advantages to develop video services, which come from its professional media properties, professional personnel and equipment as well as resource reserves in decades. In the development of network television, it is highly important to pay attention to "dual track" strategy. On the one hand, it is necessary to leverage he private company’s development paradigm for the Open Web TV. On the other hand, closed-circuit Internet TV (IPTV), it is very important to adapt to the context of openness and competition, and develop with the tele-communication in the "competition and cooperation".The trend of mobilization is from three forces including the unrestrained pursuit of freedom for the audience, technological advances to provide better mobile means of disseminating information, as well as changes of form in modern social development. "Schramm formula" and the "Long Tail Theory" reveal the inherent laws of development of mobile technology. Almost as the same reason, the mobilization and networking convergence trend of television media is irresistible. TV media should overcome the current existence of competing standards. It is very important to fulfill the following strategies, such as "resource exchange" strategy for mobile TV networks to develop market, "opening up more sources of income" strategy to rich profit model of mobile TV network, "rich and fit "strategy to build the content platform of mobile TV networks, "competing and cooperation "strategy for product operation of mobile TV network, as well as " equal and open "strategy to seek for policy support.Traditional television industry production patterns, technology in the network under the impact of changes that have taken place:production platform network, and production of customized, two-way of the production process, production technology, as well as cross- border database of production resources. Under the impact of network technology, great changes have taken place on the production patterns of traditional television industry, such as networking of production platform, customization of production, two-way process of the production, as well as production of cross-border and database. As for the network television industry, its mainly core resources of cultural content products is followed by individual consumers database of the future. With the construction of e-commerce platform by networking, it will be expected that the television industry can extend to operation of physical products or production areas.In the meantime, e-business operations of financial payment systems and modern logistics transport systems will inevitably become an important link in the chain, so integration and coverage of information flow, capital flow and logistics flow is the inevitable choice of the future for the mechanism of network television market.As the advanced productive force, network technology involved in the industry requires the relationship of network production to match with. Because of the five requirements of development from networking, such as the change of management system, change of transmission system, changes in production and broadcast system, as well as changes in investment and financing system, the new mechanism of television industry should be constructed effectively as soon as possible. |
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