Study On The Co-operation And Development Between China’s Video Website And TV Industry

With the arrival of the era of Web2.0, video website has gained a rapid increase withinthe world environment. You Tube’s success stimulate the growth of China’s video website.2006was the first year of the development of domestic video website. The video websitedevelops very quickly especially in the past few years. Because of its unique advantages,which are different from traditional television, video website has already become an importantpart of people’s life. And video website also brings a change to people’s media habits. Theappearance of domestic video website causes a great impact to traditional TV industry,especially threatens the program resources, advertising resources and audience resources.Under such circumstances, the traditional TV media has recognized their crisis, and start todeal with the disadvantageous position. Though the traditional TV industry is under pressureon the current situation, but the video site is also facing the development bottleneck in thedevelopment process. They have to face the problems such as profitability, thehomogenization of content, and other problems plagued its development. And they try to findthe best solution to these problems. At the same time, with the addition of "The nationalteam"——network television, the network video industry is intensely competitive.In order to survive in the fierce competition, the fusion road of domestic video websiteand traditional TV industry is starting. The realization of network linkage provide anopportunity for video website and traditional TV station to sharing resources of the programs,such as films and television drama. As a sign of Network integration, the Cooperationbetween BesTV New Media and Feng Xing Website carries out "Fusion" into Cooperativevideo website and traditional TV industry more deeply. They are not sharing interest evenlyon a superficial level.Anglicizing the problem from the beginning of development status of China’s videosites, the paper also discuss about the advantage s of video website comparing with traditionalTV in the new media environment. Then the paper analysis the relationship between the videosite and the traditional television from two directions——put Niche theory in ecology appliedto study the competitive situation of video websites and TV industry; study the fusionrelationship of the integration between video websites and TV. With media convergencetheory, the fusion relationship between TV and video website is studied. At the same time, itanalyzes what the challenges and bottlenecks does the domestic video sites face on the path of development.After a series of detailed analysis, the paper puts forward the correspondingcountermeasures and suggestions for the problems of the video site. The video site needs toseek differentiation on the content, exploring a variety of profit mode, creating a variety ofmarketing channels. Through a series of system studies，and after argument analysis with case,the author’s point of view comes eventually. The argument is that the relationship between thedomestic video sites to traditional television is competition and integration co-exists. In thefuture, the video site, as the new media, does not replace the traditional television media. Itembarks on traditional television media fusion road. Instead, it embarks on the integration ofroad with traditional television media. They form a new ecological balance in the media fieldand achieve a win-win situation and form a stable pattern of media ecology ultimately.This article wants to study about cooperation and competition between domestic videosites and TV industry systematically, and provide worthy reference to future development ofthe domestic video website industry.