Analysis On Operation Model Of Anhui Network Television Against The Background Of Media Integration

Since the1990s, the Internet has embraced a rapid development in China. Throughits development in the past20years, the number of Chinese netizens, as well as thepopularizing rate of the Internet has seen a exponential growth. At the same time, theprogre-ss of information technology, such as Internet, mobile communication, also blursthe boundaries between different media. Along with a huge impact, media integration, atthe same time, brings a potent reason for traditional media to innovate, that is to say, togive rise to network television, by integrating advantages of both traditional and newmedia. As an emerging medium, the rising and development of network television hasattracted wide attention from all walks of life.Throughout the development of network television in China, more than a dozen yearspassed by since the set-up of the first broadcaster website. Although the program, qualityand state of operation of network television lag far behind those of web portals, it still hasa strong momentum of development. Various network television stations asCNTV,Hunantv and Iqilu have made outstanding achievements. As the first provincialnetwork television in China, Anhui Network Television once had both a favorablematernal resources and the opportunity to win in exploiting the new market. However,after five years of explorations and practices, Anhui Network Television now can onlymake ends meet. In order to solve this problem, this paper, setting against the backgroundof media integration, takes Anhui Network Television as its research object. By adoptingcase analysis, interviews and other research methods, and based on the author’s own workexperience in Anhui Network Television, this paper emphatically analyzes the problemsexisting in its current business operations. Hereby, the author also put forward a operationmodel with its own characteristic as well as specific operating strategies.This paper is divided into six parts. In the first part, the author sums up academicrese-arches on network television and television websites, seek innovative arguments, andputforward research methods of this paper. In the second part elaborates on twotheories:media integration and media industry operation models, which lays a theoretical foundati-on for the follow-up study. In the third part, by reviewing the development ofnetwork television in China, this paper expounds the background and development courseof An-hui Network Television and takes Hunantv and Iqilu as examples to analyse thetypical operation models of present provincial network television in China. In the fourthpart, the author focuses on Anhui Network Television and expounds its characteristics andcurrent situation. Based on the illustration in the fourth part, the fifth part is aimed atanalyzing the major problems in operation and management of Anhui Network Televisionas well as their internal and external causes. As for the last part, the author tries to suitthe remedy to the case and put forward a corresponding development model, andelabo-rates on suggestive operating strategies.