| The new media has been a hot topic in recent years due to its many advantages, including lower cost, richer format, and much easier to reach broader audience at no time. Although the news viewership on television remains stable, it becomes more and more evident that the Internet is transforming the long-standing TV journalism.In the context of new media, the traditional definition of "news" and "media" requires a revisit, whereas the changes of production, dissemination and consumption of news have to be carefully examined. For Chinese TV news institutions, how to boost the existing competence with a feasible new media strategy is both challenging and imminent. However, to my knowledge there has been no study on new media and the evolving TV ecosystem from inside a major Chinese TV news organization.Based on the latest CCTV News Center operations, this research begins with a close look at the key characters of new media that are capable of challenging the traditional TV journalism. The research were focused mainly on two areas:one, the well-established gatekeeping theory needs modification and expansion to accommodate the new media development; and two, some new media features, made possible by the development of information technology, are better at mass communicating than traditional media.Then the study goes on to analyze several scenarios where the new media wins audience over television. It is inevitable to notice that several forms of new media, through competing against TV news networks, have emerged to become key news resouces and important broadcasting platforms during times of emergencies and disasters, in China and all over the world.Observed from a global perspective, the study continues to the analysis of the good practice of western TV news institutions in response to industry evolution, and finally, proposes the developing strategy for Chinese TV journalism to successfully position and compete in the forever changing news industry. |
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