On The Transformation And Research Of TV Media In Network Times

With the impact of recent digitalization trend, different types of media speed up merging and consolidating. The penetration of Internet poses a difficult choice for Television industry, which is caused by the clash and confusion between television media and the two current facts. On one hand, the current wellness and development of TV media still has an edge over other types of media, its life is still relatively easy. However, it faces the risk of having to give up the existing accumulated benefits if it were to give up the traditional mind-set in TV media industry and the existing way of developing the industry. On the other hand, the industry has no choice but to face the increasingly intensified competition posed by the new media and the challenges from Internet. Specially, the TV media venturing into Internet is not a smooth transition, the development mind-set and strategy lacks innovation. Under the above mentioned background, the goal of this research is to dissect the internal rules of traditional media, so as to coin for a detailed development model in order for our nation’s TV media to survive and thrive in the Internet age. Hopefully, this research will shed some lights for our media peer on the actual operation and execution of cyberization of TV media.The author looks at the issue from media’s point of view, elaborates the characteristics and the current state of TV media industry, and makes a conclusion on the necessity of TV media’s cyberizaion by giving evidence and real-life example. Transformation of TV media and merging with Internet media is a combination result of historical logic, technical logic, and the development logic of the market. The most impending question for the TV media workers is how to come up with reasonable and effective tactics and strategy to make the transformation and cyberization a swift success.In the face of challenges at Internet age, TV media has identified and confirmed the possibility of co-existence in the past competition experience with Internet media. TV media should focus on digitalization, informatization, consolidation and push forward the the transformation of TV media digitalization, with the use of high technology as key. Develop the TV media industry to build it into multi-function and full-service digital web. Drive the spread of TV programs, and transform from business media provider into all-rounded information service provider. Achieve strategy upgrade of realizing Internet business and seize control of the three web merging trend. Under such premise of multiple channel of content providing and digitalization of technology, the marketing and business model of TV media is expected to be more multi-facet. Apart from the advertisement revenue generated from traditional TV business, cable TV, mobile TV, Internet TV and car TV will also create its own unique business model given the evolvement and development of technology, and continue to evolve continuously thereafter.