Study Of Developing Situation And Trend Of Cross-media Working Platform During Newspaper Omni-media Process

After20-year operation of marketization and industrialization, China’s mediaindustry has gradually formed the current situation: it gives priority to video media,supplemented with newspapers, magazines and books, added with radio andaudio-visual products. What’s more, internet multimedia meteoric rises. All kinds ofmedia compete with each other and promote the development situation. At present, withan increasingly fierce competition of media industry and the continuous development ofnew media technologies, the traditional newspaper industry has a strong impact. Inother words, most newspapers have lost audiences and advertisers in succession, so thatthe status of newspaper is worse than before. In this competitive situation, a singlemode of transmission of text and images has been far from meeting the needs of today’smarket. Therefore, it is time to integrate television, broadcasting and Internet so as tocarry out cross-media operation based on the cross-media working platform.The cross-media operation of newspaper industry in mainland China started laterthan that in abroad, it is still in the exploratory stage. Our country’s current situation isthat the cross-media operation of newspaper media is lack of market competitionconsciousness, the operated newspaper, radio and network rely on their original sourcetoo strong, so that it does not form a separate operating entity. Faced with challenges ofnew media technology, the development of newspaper media has been somewhatpassive. How to rely on their own dominant position to seize the developmentopportunity and achieve the maximum “win-win” situation or “multi-win” situation hasbecome a great problem in the cross-media operation of newspaper industry.The “Editing Platform” of Eastern Television in Taiwan is a typical case ofcross-media operation platform since the success of its media integration has beenacknowledged by the industry. Taiwan, as an inalienable part of China, has manysimilarities with the mainland, such as language customs, cultural identities and readinghabits. Therefore, the platform is taken as a case for analysis in the thesis. Nevertheless,there are some differences in the economic, political and cultural systems between themainland and Taiwan, so that the cross-media operation platform in Taiwan can justserve as the reference. By analyzing its development origin, operation mode,disadvantages and advantages of “Editing Platform” in Taiwan, precious experiencecan be provided for the cross-media operation platform of the mainland, which is still in the embryonic stage.