Research On Media Convergence Of The Media Group

With the popularization of digital technology and the high-speed development of internet, the update and reformation of media are discussed widely at press time. Although the traditional media is never replaced by the new kind of media, however, the environment where communication happens has changed greatly. With the progress of communication technology and the media industry, an unprecedented change, called"Media Convergence", is in full swing in the media industry. Many media group based on the ideology of media convergence emerges. Different media, by integrating media resource and absorbing advantages mutually, jointly produced comprehensive information products, achieving good communication effort which can not be realized by the single form of media. Although many conceptions try to explain the media convergence, media convergence absolutely involves not only the convergence of media channels but also operation and cooperation modes. Media convergence should be the trend of media development. Starting with the comparison to relative conceptions, the paper focuses on the situation and future of media convergence based on the large scale media group, by theory expatiation, cases research and comparative research.Firstly, the paper summarizes the survey of media convergence by analyzing the background and status of media convergence. Secondly, three phases of media convergence including media interaction, media integration and media convergence are summed up in the paper. Meanwhile, the four ways of media convergence including proprietorship convergence, content convergence, terminal convergence and market convergence are mentioned in paper. The mutual benefiting relationship between media group and the conduct of media convergence is set forth. The necessity and feasibility of media convergence for media group are reasoned. The paper, taking the establishment of Chengdu Media group, a typical case of media convergence, for example, gives a further analysis on how to roll out the practice of media group.Since it established in 2006, Chengdu media group achieved fruit but also confronts challenges, although the ad revenue soars rapidly. The group promotes the realization of resource integration, financing in the stock market and diversification of payoff modes so that these achievement has become the evident advantage of the group. However, the group still confronts challenges. The paper analyzes the group's failure on media convergence, pinning it on the limit of system, technology, talent, capital and culture. Base on the analysis, the paper orients the development of Chengdu Media Group which should aim at realizing resource optimization, cultivating multi-functional talent, establishing capital chain, and promoting the creation of media brands. Of course, all of this should be conducted on the base of media convergence.The year of 2008 is critical for china's media industry reformation. Having experienced a growing period, Chengdu Media Group is striding forward to a flourishing period. On the road of media reform, the horn of media convergence sounds loudly although the forth goers still feel worried and helpless. Chengdu Media Group is rushing at the optimistic 2008.