Study For Communication Of TV's Media Website In China

In the age of internet, there is a invertible fact that the traditional media such as newspaper, magazine, radio and television, have established their websites one after another. The rapid develop of internet, on the one hand, has forced the TV's media dipping into internet, on the other hand, and raised mass audience for TV's media websites. TV's media website has walked into the period of video after its 10 years development. China's TV's media website, represented by cctv.com, phoenixtv.com, smg.cn and hunantv.com, begin running their business, searching for their own model of communication and operation. There are four kinds of model of operation, news portal website based on information, official website based on organization, website based on TV's fans and website based on commerce.But our TV's media website is not in the condition of operational success. Management, technology, fund, profit and contents are the biggest five problem for it. In more specific terms, the problems of its management are best exemplified in the unclear right and ownership, in the chaotic management and in little attention by its mother, the TV's media; the problems of its technology lie on immature network technology and enough bandwidth, which bring on restrictions on the transmission of audio and video signals; third problem can be explained as the single source of funds and the insufficient capital investment; the profit problem is that TV's media websites have not yet find a model of profitable operation; the last problem, also the most important, the content providers lag behind and there are not enough content suitable for internet communication. After all, the simple copying and editing can not be appeal for the audience.The way-out of TV's media website lies on objectively understanding its adherence, weakness and strength, then selecting the correct model of operation for itself. It has great significance to notice the huge difference of communication, including the difference in the audience, acceptance environment, contents of communication, media properties and communicator, between TV's and network media. So we can develop some more personal, more casual and more interactive but more attractive programs.