Research On The Media Convergence Of China Radio And Television Industry

The convergence of media in radio and television industry is the inevitable historical development of the gradual melting of the mass media.It is the convergence of technical standards brought about by the development of different media application technologies,integrated development process of technology,market and business between radio and television media and new media formed on the Internet platform.With the deepening of media convergence,local radio and television media actively explore the right road for convergence.They established portal,opened micro-blog?WeChata?Micro video and Client,created the central media kitchen,explored the multimedia content,and achieved certain results,but its social and economic benefits are still far short of expectations,and the development of power and influence compared to the new media is still a big gap,radio and television is facing the survival and development dilemma of convergence.Based on the theory of industry convergence and industry chain,this paper points out that the main reasons for the development of media convergence are technological innovation,regulation adjustment,market competition and system reform.This paper finds that radio television and new media industry is still in the development stage of low fusion from three aspects of technology integration,market integration and business integration by the Beh Finn Dahl index method.According to the industrial competitiveness theory and industry chain,establishes the evaluation index system of fusion development ability of broadcasting and television industry,using factor analysis method,with the Industry competitive factors of competitive factors level,market demand status,development level of related industries,industry development strategy and competition environment,etc..31 provinces of China broadcast television and new the media industry fusion status are evaluated and put forward China's Radio and television industry media convergence ability overall showing a strong eastern region and weak western region,regional differences in the individual situation.This paper compares the United Kingdom,the United States and Japan three broadcast television and new media industry,puts forward the new trend of media convergence in China's broadcast and TV industry:mobile core,content is king,continuous media service information,promote high-tech and barriers to entry for loose.This paper argues that the integration of radio and television industry still has a long way to go,we must adhere to the technology integration is the foundation,government support is the fundamental,system innovation is the key attribute,multiple is the premise and other industrial integration of the basic law and will be integrated as a system engineering,in efforts to Industrial policy,industrial layout,talent supply and technological innovation.In order to achieve the fundamental purpose of industrial convergence.There are three main points of innovation in this paper:First,the degree of integration of China's radio,television and new media industry is evaluated.In the existing literature,there is no empirical analysis of the degree of convergence between broadcast television and new media industry.This paper uses the Beh Finn Dahl index method of Major radio television media and major audio-visual sites from 2012 to 2016 in the three aspects of technology,market and business integration degree for empirical evaluation,the broadcast television and new media industry is still in the low development stage judgment,reveals the fundamental reason for the development of radio and television industry downturn fusion,provides the empirical support for true research and development of relevant industry integration policy.Second,the evaluation index system of the integration development of China's Radio and television industry is constructed.Media convergence is a complicated system engineering,there is little literature systematically put forward research on the construction of evaluation index system of radio and television media industry integration,by related factors and the difficulty of data collection and so on.This paper designed a fusion broadcast and television industry media development factors,closely related to the 2 first grade indexes and 10 secondary level indexes and 34 tertiary level index system,conducts empirical research on the radio and television industry,provides a reference for government departments' judge on media convergence and micro development of radio and television media integration.Third,integration suggestion of China's radio,television and new media industry integration is put forward.The existing related research literature from the perspective of media convergence is more of a point or a link,or simply copy the practices of western countries,the lack of overall consideration,the overall layout and integrated design,there is no real from China's Broadcasting context and the management system,the practical value is also weak.Based on the industry chain theory,this paper puts forward radio and television industry integration development strategy framework,including improving the industrial policy,optimizing the industrial layout,perfect personnel supply and technology innovation system in China context,provides a systematic reference for administrative departments and media to explore the road of integration and development.