Research On The Cross-media Business Of Chinese TV Industry

China's media industry after nearly 20 years of market-oriented, industrial management, and gradually developing into the present TV media as the major newspapers, magazines, books, etc. as auxiliary to broadcasting, audio-visual products as a supplement to the Internet-oriented multimedia multi-media competition, parallel development pattern. Although television is still an advantage in the Chinese media, but with the media industry, increased competition and new media technologies, television's monopoly position will be challenged, especially the Internet and other new media technologies, causing part of the TV media divert audiences and advertisers. In this competitive situation, a single mode of transmission has been unable to meet the market demand, integration of the television industry began to newspapers, radio and Internet and other media, to carry out cross-media business.Compared with foreign countries, China's TV industry to cross-media business started late, is still in the exploratory stage, and foreign have been relatively mature. For example, Time Warner, Bertelsmann, Disney, etc. After years of development, its business model, management is already quite mature, not only in the country and even around the world have a tremendous impact.In China, the current situation is the lack of TV media cross-media business sense of market competition, the business newspaper, radio, network dependent on the mother's body was too strong, and have not formed an independent operational entity. Face the challenges of new media technologies, television media, by virtue of their dominant position, has been slightly passive, how to take the initiative, seize opportunities, to achieve maximum "win-win" or "win" has become a television cross-media operations problem.This article from the TV industry overview of the significance of cross-media operations, the cooperation on cross-media business models, existing problems, future development strategy are discussed on how to conduct cross-media success of the scientific and reasonable management strategy to the TV Industry planners to provide basis for decision making.