Research Of Radio And Television Media Program Information Resource Strategy Application

The period from2006to2010is a critical time that China's broadcastingindustry is transitioning into the digital technology. The digitization andcyberization of broadcasting and TV media of provincial and national levelsburgeoned remarkably. At present, nearly all program production andbroadcasting processes are under network management. Along with thenational culture system reform, radio and television media industry will havemore opportunities for development during the twelfth five-year plan, but thenew situation of the media industry puts forward greater challenges.I pursue my career at S GROUP, short for Shanghai Media Group,which is the second largest media conglomeration next to CCTV. As theharbinger in Chinese Mainland, we have innovated media cyberization anddigitization and constructed a series of manufacturing and broadcastingsystem for digital and cyber programs, including media asset managementsystem, program information management system, news production andbroadcasting system, program storage management system, digital play-outsystem, etc. But as the domestic market environment and the macroenvironment changes, the traditional content production already can not adaptto the needs of the development of the industry group. The S Group putsforward the strategic goal of two changes. One is producing program contentsaccording to market needs and changing itself from a local broadcaster to a content provider and media operater in the world of Chinese language. Andat the same time, it trying to become the content provider for a multi-screenworld, i.e., TV, computer, mobile phone, etc. and a media distributor.However, the changes challenges the existing program resourcemanagement, the production flow and program retrievals. Over the years, theGroup's program information resources management system has been built,but most using different platform technology, development method and ideas,operation systems, development languages and information transfer standards.So research on this is necessary.The author discusses S Group's existing problems, puts forward thetopic of program inforamtion resources application, and introduces a solution.First, the reconstruction of program information resources management;Then, the integration of program information resources, and making full useof information technology, especially the data integration, search engines,gateway technology, the establishment of program information portal. Thissolution complies with what the Group needs and brings staff convenience inusing program information resources.The process of program productionprovides staff with a platform of knowledge generation, personal knowledgedemonstration and knowledge exchanges.The project implementation also has implications for other radio and TVstations in terms of heterogeneous business system integration and programresource management. And the paper's discussion about heterogeneoussystem integration of the relevant project management and heterogeneoussystem data integration methods and the construction of enterprise portalproject management will also bear implications for other industries. we hope this paper can seek the current information solution for S groupand provide a way of thinking for solving other industries' heterogeneoussystem data integration and knowledge management. I hope, by writing thepaper, to further master relevant management theories and make flexible useof such theories in enterprises' actual management work.