Time Warner

Cross-media is not only a general designation of traditional media including newspaper,magazine,books,open-air advertizing,television,radio,film and internet, but also the combination of traditional media and internet. Oversea cross-media group has experienced the process from appearance,development to maturation. However, in China as the neonatal thing, cross-media goes ahead of the theories. Until now, there has never been a monograph on cross-media. Anyway, "cross-media is the inevitable trend for the development of media industry of China" has been the common thoughts of persons in media industry. It is perceptible that the study of cross-media is very pressing. In this kind of situation, textual investigator made an attempt through following and investigating.Sun Television Cybernetworks Holdings Limited and Sina website made the combination to be a cross-media group On September 19th of 2001,which was called "the Chinese Warner- Times and AOL", Which is also called "the first affair for private company on cross-media ". textual investigator has been investigating Sun TV for over eight months,and mainly anatomise what the conditions the companies need if they want to combine a successful cross-media group; what the key factors and key fields are in the cross-media procession; what the differences are between companies of foreign capital & companies of private capital and companies of national capital ;when they combine a successful cross-media group; In cross-media group how the TV media operating,managing and pay offing. Textual investigator remarks that it must be through market and capitalization to make a cross-media group. The TV media of the cross-media group should insist on "content first", and insist on to be content provider; insist on providing programs for certain kinds of audience and providing certain kinds of programs in the channel. In the present situation of China, the contents of programs should be regulated to make a balance in the aspect of entertainment,education,artistry.In the present situation of China, the cross-media group's pattern to make money should be a new and comprehensive one which tallies with Chinese economic and cultural situation. Textual investigator prospects some problems: such as how the companies of foreign capital and private capital develop under the situation of national policy which restrict and unlock the companies; how the companies of foreign capital and companies of private capital cooperate with companies of national capital, and as use for reference for companies of national capital to make a cross-media group.