Study On Development Of China’s Omni-media Of Radio And Television In The Context Of Media Convergence

The new media technologies, such as digital technique and network technique, are changing the media ecology. Media convergence is the general trend of media development. In the new media environment, the communication mode and profit mode of traditional radio and television are encountering great pressure. Along with the devaluation of the communication channels, the transition of audience behavior, and the change of advertising and marketing, the traditional media of radio and television should become the omni-media in order to adapt to the new media ecology. The omni-media of radio and television is a unique form of media, which is different with the traditional media in communication mode, information order, content production, service object, and profit mode.Taking the development of digital radio and television, IPTV, OTT TV, network television, and mobile TV as opportunity, the development of China’s omni-media of radio and television has experienced three periods:beginning phrase(1996-2002), developing phrase(2003-2007), and promoting phrase(2008to now). At present, it’s still in the exploratory stage of development. From the micro perspective, the development of China’s omni-media of radio and television would experience three dimensions, which are channel expansion, channel integration, and building all media platform. The developmental patterns of China’s omni-media of radio and television have convergence type, expanding type, joint type, and application type.From China’s media developmental practice, the paper has analyzed the development characteristics of China’s omni-media of radio and television from three levels of industry chain, business and organization structure and development. From the perspective of industry chain, the industry chain is experiencing vertical separation and horizontal decomposition, and channel mode is transforming to platform mode. From the perspective of business and organization structure, the omni-media of radio and television will bring three new business structures:content production, integrated multicast, and media marketing, and three new organizational units:content production center, integrated broadcasting center, and marketing center. From the perspective of development, the development of China’s omni-media of radio and television is characterized with lag, policy, complexity, and pioneering.The transformation of the traditional media is a common subject in the world. BBC and Tampa News Center have explored the different directions of media operation. In China, SMG and SZMG have been exploring the omni-media development and acquired preliminary experience. Based on the analysis of Chinese and western omni-media of radio and television, this paper compared Chinese and western media convergence from three levels of institution, industry, and operation.The development of the omni-media will suffer many practical dilemmas of survive, system, resources and culture. The reasons of dilemmas are very complex, which are from macroeconomic industry and microscopic organization.Taking into account of China’s media development, the paper has analyzed the relationship paths and put forward three development directions of China’s omni-media of radio and television, which are the regional portal, the platform of industry chain, and the differentiated competition. Media always exists in some environment, and the characteristics of the environment determine the features of media. This paper has analyzed developmental environment of media from external, market, and internal levels. Finally, this paper has proposed the developmental strategies of China’s omni-media of radio and television from macro and micro perspective. The paper has put forward industry developmental strategies from the regulatory system, market mechanism, network construction, and platform strategy; and organization developmental strategies from the content, platform, resource, mechanism, and brand.