Development Strategy Of The New Media Era Of Urban Radio And Television Media

Since the 20^th century, the new media business basing on the new generation of high and new technology such as the digital technology, broadcasting technology, information technology and so on has brought huge change to the broadcasting and television industry. New medias such as digital TV, internet TV, mobilephone TV, paying TV, live satellite TV, terrestrial movable TV, high resolution TV, building group TV and so on are turning up continuously, which brings a new round of innovation wave. This wave is changing the situation of communication and media quickly, which exerts great challenge and existing pressure to the traditional media. Meanwhile, Chinese traditional media has been involved in a highly competetion time. Recently, along with the development of the satellites technology, the provincial satellite TV has flourished. On the contrary, the city broadcasting and television media is suffering more and more existing crisis. In the new media time, how should the city broadcasting and television media deal with the opportunities and challenges to the traditional media brought by new media and how to orient its position of development is a realistic subject.Having analyzed the macroscopical environment and industrial environment of city broadcasting and television media and its' advantages and disadvantages on the background of the new media time and furious competition time, this paper proposes the media convergence development tactic scheme. In the analysis of the obstacle factors the paper regards the great content lag, the unsuitable operation mode and profiting mode and the lack of people with ability are the main problems. In the end, the paper proposes the tangible strategies of the media convergence tactic of the city broadcasting and television media on the terms of the operation mode, the content and service, the profiting mode, the brand resource advantages, people with ablity and the industrial chains and so on.