Development Strategy Study Of The Broadcast Media In Era Of Media Convergence

As a popular term in recent years, Media Convergence has been going deep intoall aspects of Media industry. The trend could be attributed to following facts: thedevelopment of science and technology provides adhesives for the integration; a seriesof national macro policies had lightened the fuse of the convergence; the widelyacademic discussion fastens Media Convergence’s process; with various viveapplications created for the integration, a practical battle field has emerged and alsobecome the best platform of such great evolution for entire Media Section.At the meantime, the traditional broadcast media, which had been silent once,shows great strength hoping to move forward and explore new channel with these trends.This will be both a challenge and an opportunity, also is the subject this essay aims todiscuss. By taking solid research and logical analysis, this essay presents a convincibleconclusion that Broadcast media will be able to brave the wind and the waves and createa splendid future again.The main body of this paper is composed of four parts:Part one contains the theory background, definition and classification of MediaConvergence. There is no uniform conclusion on the concept and methodology ofMedia Convergence currently in academic circles. In this part, the writer sets up ageneral concept and integration pattern on the base of domestic and foreign literaturematerial, which lays a theoretical foundation for Media Convergence.Part two discusses the realistic conditions where broadcast media is facing thetrend of media convergence. As aiming to list all necessary information from thedevelopment of integration, this will help to find out what is useful, to analyze user’svariation in the background of media convergence, and to locate the conjunction pointbetween the change of demands and the development of broadcasting.Part three and four are core sections of this article. Specifically, by combing thepatterns of media convergence, Part three summarizes three combinations ofconvergence including: the integration between broadcast and TV; the integration ofbroadcast and internet; the integration of broadcast and mobile multimedia. Furthermore,some of the pros and cons of three combinations above are also discussed in Part three.Thus, those analyses can be valuable references and consultancies as well. As being the innovative section of this essay, Part four draws a conclusion fromtwo perspectives: reporting method, the process of news’ production. The conclusionproposes that broadcasting report should own speed, breadth and depth simultaneously;we should verify the producing process for news from single media to multimedia.