A New Model Of Television And The Network Of Cross-media Cooperation

Early in the second half of the20th century or even earlier, the integration of media has become the research topics of domestic and foreign scholars, especially in the new century, with the vigorous development of various types of media, domestic media have paid more attention to the research of convergence and cross-media cooperation's importance, we can see, the integration of media has become an overall development trend of the mass communication industry, through the media integration or the use of other media resources, the media try to increase the number of news and information platform, thereby enabling the scarce media resources to get the optimal configuration to achieve the benefits or to maximize the benefits. Under the trend of integration of media today, whether the traditional media or new media are all struggling to find a way which is suitable for their own development, newspaper, radio, television and the network, with a time of innovation in the public perspective. However, not all the ways can find a firm footing in the market, the case of success and failure abound.Among the many forms of media convergence, Cross-media cooperation obtains the favor of the major media in a unique way. This article reviews the process of cross-media cooperation at home in recent years, analyzes the modes of domestic cross-media cooperation in a systematic and all-round way, especially the cross-media cooperation modes between television media and network media. This article mainly includes five parts:The introduction part describes the purpose and meaning of this paper, and sorts the domestic and international research dynamics, summarizes the results of previous studies and deficiencies, introduces the research contents and methods and the innovations of this article. The first part defines the relative concept, introduces the origin and development of cross-media cooperation with the knowledge of the integration of media, and analyzes the domestic and international cross-media cooperation model, summarizes their characteristics, especially the status of Chinese cross-media cooperation between traditional television and network. The second part highlights a new mode of cross-media cooperation between television and network——Happy Taobao, introduce the details of this mode:generation, composition and development status, display the characteristics with the help of pictures and charts. The third part analyzes the model of Happy Taobao thoroughly and meticulously, explores the advantages and disadvantages respectively, take the deep profiling of composed television program and separate website as the main content. The fourth part focuses on the analysis of the implications Happy Taobao model brought to the contemporary media industry, provides references for the development of Chinese media industry.