The Sharing And Synergy In The Media Convergence Era

Since the the21st century, with the ever-changing communication technologies,the traditional media industry ushered in the era of media convergence. On the one hand,traditional media to cope with the enormous challenges from new media, At the sametime, itself also should seize the opportunity for a new round of development, integratewith new media at wide range aspects. In the era of convergence,as the most influentialtraditional media,Radio and TV industry unwilling to lag behind, Rapidly develop andtransform.After Chinese Radio and Television Groups experienced the three stages of reformand development, have entered a stable development period. When the scale and territorygradually expanded, how to play the overall effect, optimize the allocation of resources,get scale and scope economic synergy are the the problems Radio and Television Groupmust be faced.In the territory of Chinses radio and television, Hunan radio and TV Groupas the first provincial-level radio and Television Group, always walk in the forefront ofChinese Radio and TV industry, in strategy, organization structure, business development,coordination of resources and information integration are very successful. Therefore thisarticle will select the Hunan radio group as the research case, carries on the thoroughanalysis.This paper is mainly divided into three parts, elaborating according to the macro tothe micro logic. This paper firstly analyses the background environment of current mediafusion, discusses the development stage, driving factors and other aspects. Secondly,itelaborates the survival situation, policy environment, development patterns and otheraspects of radio and television group in the media convergence era,and in-depth analysesthe necessity and possibility of the synergy theory into the group management. Finally,the paper mainly analyses the Hunan Radio and TV Group as as an entity case,and elaborates five aspects—strategy, organization, business, information resources of thesynergy theory. This paper argues that if we want to promote the coordination effect ofradio and television group,should establish clear strategy synergy, scientific organizationsynergy, Composite business synergy, Dynamic resource synergy and Smoothinformation synergy. Strategy synergy provides guidance, organization synergy providesguarantee, business synergy brings benefits, resource synergy plays advantages andinformation synergy lubricates sufficiently,as to enhance group collaborative ability andoverall effect,thus more adapted to and having more advantages to seek newbreakthroughs in the media convergence era.