| TV Website is a new communicating platform that developed from the convergence of the two major media---internet and television. It draws the content advantage of TV and the channel advantage of internet, combines the idea of integrated marketing to expand the impact of the communicating content and promote the selling of media products. In recent years, numbers of Chinese TV Websites emerged and flourished gradually, forming a noticeable phenomenon. This article is to discuss and analyze this focal phenomenon.In fact, early in 1996, the Website of CCTV, the first TV Website in China, already made a figure but didn't attract wide-spread notice in the academic circle at that time. Today, TV Website starts to make great breakthrough in number and become the hot spot of the academics'research gradually. I try to base on the theory of Media Convergence, take the developing history of the TV Website as the background, and combine them with the investigating result on the developing condition of the domestic TV Websites like ifeng. com and hunantv. com, to make deep study on its developing countermeasures. Firstly, I studied the reason why the TV Website rises. The direct trigger of this phenomenon is the fierce competition in the media. Outside the industry, TV uses every conceivable means and does its best to win a position in the big media structure with newspapers, radio, internet and mobile phones. Inside the industry, TV Stations at all levels also put all their effects to grab the audience market and this even caused the trend of vicious competition. Such kind of critical condition gives direct birth to the emergence of TV Website. However, I think that the fundamental cause of this phenomenon lies on the promoting of digital technology. That is, without the developing of digital technology, there would be no possibility for this newly-converged form, TV Website, to emerge.Secondly, I analyzed the recent developing condition of the domestic TV Websites. At the same time of relying on the origin TV Station's resources, the TV Website now, is not just do the simple copy of the TV content, but changes from the initial negative web-building to do its utmost to develop, setting the website as the extension of TV Media and the new battle field of media competition. Under the brand-position of emphasizing "character, individual", I chose 2 typical cases to make detailed study on the actual state of this kind of websites. Hunantv. com uses "Entertainment" as its trademark program when ifeng. com put most effect on "News". Both of them just show their own individual characteristics. On the other hand, there are several key advantages for the TV Media to build Website. Such as unique content resources from the origin TV Station, high compatibility and interaction characteristics of the internet channel communication and integrated marketing innovation from the combination of TV and internet.Opposite to the advantage, the website's developing also faces many obstacles. Due to the over-reliance on the origin TV Station's content resources, lacking self-created content is always a weakness in the competition of TV Websites. The adoption of the origin TV Station's "Institution Management, Enterprise Operation" system also caused disorder and lack of vigor in running, and this caused the defeat in competing with the business websites at the end. Although TV Website try to make profit by means of advertisements, VOD and wireless business, but this is only a fraction of the need and cannot reverse to gain profit. Moreover, the update of technical facilities also falls behind the high demand of the bandwidth and technology-update from the increasing internet user.Thirdly, As to the relationship between TV Station and Website, current TV Station still dominants the directive position. The website is too passive and doesn't have its own profitability. However, if the website desires development, it shall take the advantage of the origin TV Station as well as promote self quality at the same time so that it can accelerate the access to independent running. From the view of profit pattern which is the power source of the website's future, most of the current profit patterns have very little effect, but as all of them are in the early experimental stage, they would have endless promoting room. So the websites should do their utmost to develop and renew these profit patterns. And to view from the whole situation of TV Website's final direction, I think that the establishment of the "Integration of Three Networks" Policy indicated the approaching of "All-Media" times, and TV Website as well as other medias might converge to a new media form "Almighty Terminal". |
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