| Midea convergence has been considered one of the most important directions ofmedia development. In 2001, the co-operation between Time Warner and America Onlinehas been considered to be one of the best examples of midea convergence.With thedevelopment of Internet technology as well as mobile multimedia technology, more andmore media has found the way of meida convergence.Media convergence includestechnical convergence,structure convergence as well as content convergence and someothers.Because of the historical reasons,Chinese media have distinct regionalcharacteristics.In this thesis, the author mainly researches the media convergence in acertain region.Shanghai Media Group is one of the largest media conglomerates in China. Foundedon April 19, 2001, SMG is a major media content provider in China.Beside traditionalmedia businesses such as TV, radio, press and Internet, SMG also develop and operatesmany new media platform including broadband and interactive TV, mobile TV, IPTVand cell phone TV. As an important film & television production base in China, SMGowns advanced equipment and utilizes new production concepts. Many of its TV seriesand films have won many grand awards both home and abroad.In the first part, I introduce the research of the regional media convergence both inthe domestic and foreign. In the second part of the concept, I mainly defined the concept,characteristics and development of the regional media convergence. I also introducedboth positive and negative factors that affect the development of regional mediaconvergence.In the third part, I introduced the process of media convergence,which is inShanghai Media Group.In Shanghai Media Group ,the traditional media and new mediahave been convergence rapidly, including mobile TV, IPTV, and other media.In the last part of this thesis, I introduced the enormous impact of regional mediaconvergence.I also make recommendations to the media groups from the mediamanagement, brand marketing, and so on. |
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