The Breakthrough Of The Network Convergence

Digital technology development bring about a tremendous impact to the traditional media industry.The rapid development of Internet media is not only to snatch the audiences, but also to win the advertising market which is belong to the newspaper, and to erode the value chain of the entire newspaper. Commercial portal website buy the news cheaply from the traditional press, and now the newspaper has become the most low-end content providers for the network.In this situation, the traditional press try to close to the new network in order to make an new market. Establishing a local news Web site is a way. News web site Backed a strong traditional media which has the rich resources of the local news, as well as very generous financial support. However, when the business portal has become bigger and stronger, the local news site is still in a very awkward situation:that is, big investment only earn less. The main reason is making new media with the traditional thinking as well as system constraints. As a result of institutional reasons, the newspaper's Web site can not operate of flexibly as well as commercial websites, what's more, the newspaper's Web has the mission of serving the newspaper as another communication platform in order to attract more readers. On the news website, the content is simply copying from the traditional newspapers, and the reader interaction is very elementary. The news site to some extent is regarded as a supplement to the newspaper media. They can not offer good quality content, can not operate independently, besides, the technology is lagging,and the staffing and capital investment are both refer to the system of traditional media. As a result,there is no advantage business model for them and in recent years has been in a state of loss.Let us look at the Internet industry. Portal website has been growing in the past 10 years and achieve remarkable success, on the other hand, the competition in the network media industy is extremely severely. And portal of Tencent was difficult to shake Sina, Sohu which were first to come into the market. As latecomer, QQ has to look for other ways to make a breakthrough. In nowadays,the netizens no longer need read a sea of information, In stead ,they become more and more personalized. In fact,Whether it is entertainment, consumption, making friends, and regionalization is a more and more clear-cut features, so it's the opportunity for tencent which can own it's advantage to come into the regional marketTencent has a network of 270 million active online users, that is nearly 90% of the netizens use the QQ, the more users, the more market demand and opportunity for tencent. According to Metcalfe's rule, the more the number of users, the greater the network value. The large number of users can bring a large amount of commercial websites flow, which will cause the huge potential economic value. In addition, Tencent has the client which can directly extended to the user's desktop for different regions of different customized content and information, through the mini-homepage, pop-up information in various forms, the lives of local entertainment, news and information can be directly sent to the user's desktop. This unique technology can perfectly meet the needs of users, and business partners.April 2006, the local website "dayuwang" Formaly published. the technological superiority of the Tencent network integrated with the operating advantages of the Chongqing Commercial Daily. the content and market of'dayuwang'operated on the full realization of the localization based on the user's precise delineation of geographical regions by IP address, the website sent the first time information through the QQ client, much beyond the traditional portal site which can only be viewed by inputing the web address. for business users in Chongqing, the "da yu wang " can provide them targeted sale promotion and more accurate commercial advertising.the communication model of The "da yu wang " is "IM dissemination+Internet+ Graphic Communication ", and it makes the network convergence no longer just a simple co-operation between the media, but evolved into a new mode of transmission of news production.