Dilemma And Way Out Of TV Media In Media Convergence Abstract

The fact of media convergence appeared in 1950s. With the new application of technology in the field of communication and the rapid development of the internet and other new medias, TV media is facing a dilemma and the only way to survive and further development seems to be media convergence. However, there is no successful cases of such exploration, though there are many attempts by TV medias in the country.The author argues that there are big defects in the two patterns by analyzing the pros and cons of cooperative model of the current domestic television and the Internet. Not only it brought no profit to TV media, but also caused the crisis of survival because of the loss of resources.In combination with the characteristics of China's media management system, by learning experiences from operation of the Phoenix New Media and U.S. pattern of media convergence, the author amends the existing two kinds of convergence patterns and give suggestions on the implementation level.