All Media Environment Of Media Convergence Road

With reference to a case study of China Business Network (CBN), which includes broadcast media such as television, radio, newspapers, magazines and digital media, this paper tends to discuss the logical relationship between omni-media and media convergence as well as the rational application in journalistic practice. The methodology chosen for this research is a combination of theory analysis and conducting qualitative in-depth interviews. Those methods help to elaborate the omni-media framework of CBN and the interactive practice for media convergence among all media forms.According to the research, the organization has gone through9years’ expansion and integration, and preliminarily built up its omni-media framework and also achieved initial success in commercial adverting. But lagging behind of the internal corporation structure, business processes and training programmes lead to the result of uneven distribution of reporters, less mutual interaction and complementary contents in all media workforces for CBN news production. As a matter of fact, the organisation hasn’t emerged the convergence in News production. Generally in CBN, it has just reached the level of joint promotion, competition as well as news clone, which contains a bit of gap in terms of sharing, merging the news contents, more intensity of interactions and advanced media convergence. Apparently, this issue generates the waste of news resources in CBN and of course restrains the further progress. In the article of To Suite The Remedy To The Case, suggests that CBN needs to consider business reconfiguration and process reengineering issues plus education and skill training programs, which are able to examine and analyse the possible pathway of the media convergence in news production.