| Media convergence, as the new trend in media industry, has become one of the most heatedly discussed topics among the current News Communication industry. This paper is trying to study the research status of scholars at home and abroad, media convergence progress in large-scale comprehensive media groups and the in-depth convergence case and related lessons and experiences learnt in practice. Combined with the future developments of science and technology, media personnel training, media organization management, it is aimed to explore the recent developments of media convergence and outlook the development road of media industry.At present, China is in the process of cultural restructuring. The need of deepening cultural restructuring and vigorously developing cultural industry were put forward both in the 16th and the 17th CPC National Congress. The properties of Chinese media industry are increasingly highlighted. The main task at the current cultural restructuring stage is to accelerate the commercialization process of domestic cultural industry and enhance the influence of Chinese culture to the world. The cultural restructuring in yr 2010 will be further facilitated and deepen compared to yr 2009. Among this, the accelerated construction of cultural market management model and improvement of public cultural service system will be even more apparent. In this context, the inter-regional and cross-media M & A become reality and the industrialization process of media industry will continue to accelerate.Microscopically, all the domestic traditional media groups share the same problem, i.e:the existing business volume has reached a "ceiling effect"; the in-depth excavation of media resources and differential competition are approaching a limit; regional competition is getting extremely fierce; the traditional model ("fight alone" and "content is the King") are no longer suitable for reforming development in media industry. In this background, how to structure a new media convergence form, expand channels with new media enterprises, and occupy emerging media regions are new opportunities posed for domestic traditional media groups.At present, it is universally agreed that media convergence will be the way out for the media industry. With the updated technology, the traditional radio, television marry new media like internet, print media marries new media, or even multimedia, trying to interact and cooperate to promote the mutual resource consolidation, industry integration, and form an intensive and collective operation model, thus reach the maximum possible social and economic effects. In the past few years, many financially strong media groups, both at home and abroad have begun to think and practice in media convergence, however, the starting points, convergence channels are quite diversified due to the difference in laws and regulations, economic strength and policies, political cultural backgrounds and consumption environment. This paper intends to exemplify some typical cases in media convergence, especially by dissecting the convergence model of CHENGDU MEDIA GROUP, to discuss how it improves the communication efficiency and effect through media convergence and channel integration, realize maximized utilization of resource by large-scale operation, probe the convergence method and path for All Media, experience, lessons, look forward to the future and promote the traditional media to transform and develop soon.Structurally, the paper is composed of three parts:the first part describes the researches on media convergence at home and abroad, as well as the media convergence practices carried out by the domestic and the foreign media. The News Corp, Singapore Press and radio and TV, are early examples of interactive convergence in the world. We should say, they are the trend leaders of media communication industry. Ningbo newspaper group and Foshan Media Group are domestic media integrations with their own characteristics:either characterized by newspaper-network interaction, digital platform, or focus on channel integration, personnel training, all explored a unique convergence path. During this dynamic, vigorous revolution, the journalist is trying to find a media integration model operated by market while based on modern enterprise management system, to act as a prototype for replication and migration- therefore the author lists Chengdu media group. In the second chapter of the paper, emphasis is shifted to the integration of this media group for 3 reasons:first, this integration combines various types of media and convergence advantages, its pilot practice has explored a media convergence path; secondly, it insists on market-oriented operation mechanism, a multi-media conglomerates both conform to the market economy rules and media development trend is taking shape; thirdly, Chengdu is the first sub-provincial city to promote the media convergence reform. This media group has a moderate volume and strong comprehensive strength, its "enterprise operated institution" gradual reform is in line with the current national situation, all of this made it a great reference. Therefore, this article introduces its media convergence model in details in different chapters, including the media integration, system integration, content integration, capital integration, advertising and external resources integration. This paper also analyze its successful experience in fasten convergence by market mechanism and operation, as well as the current bottleneck and practical issues.At the End of the article, combined with case studies, the author proposes several innovations on how the media convergence promotes the development of media industry restructuring:First, back up by the innovation in science and technology, and focus on establishing a public service platform to integrate news information processing and enterprise resource management. Study and analyze the influence of three-network convergence and 4G technology to the media convergence, based on which propose a way of media convergence.Second, innovation in management operation model:innovation of market positioning shifts the media from distribution monopolist to a integrated provider for media content integration and information analysis; innovation in production model provides content aggregation service for the whole nation; innovation in competitive mechanism shifts the differential competition in a homogeneous market to "blue sea' competition in innovative market; innovation in system integration grafts advance enterprise market mechanism onto the traditional media and discourse the mechanism convergence in different plates.Third,since the government aims at promoting the media convergence through deregulation. The author clearly defines a regulator-a large, integrated media management agency; clarify the property of the media- change the media from institution to industry, operate and manage by enterprise manner. Besides, some innovative suggestions are forwarded on on-the-job training, how to make the current media education gear to the need of media convergence.Of course, with the length and time limit, as well as the different point of view, the convergence channels and countermeasures referred in the paper might be controversy. Especially, when the further exploration is still undergoing, limits of this paper may be shown due to the development potential, technology development rate, and the opening degree of industrial policy. |
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