Assets Management Researchunder The Background Of Digital Media

With the continuous development of Internet technology, the social informatization accelerates, the media industry competition intensifies day by day. Accumulation of media in the development process of massive content resources or have become the core resources of media competition. At the same time, media content resources are still in the high speed continuous accumulation of. How to reduce the cost of media resource management, development and utilization of existing resources, improve the media asset management efficiency, which makes the media asset value maximization has become an important issue to solve the current media. Optimization and make full use of the media content of assets has become an important part of the media industry development.First of all, this paper reviews "the media asset management" concept and the development process, the interpretation of "the connotation of media asset management". Then analyzes the necessity and realistic reason of media asset management, several aspects including the development of digital technology provides technical support, deal with the media market competition, media content assets essential requirements and other reasons.Then, this paper analyses the status of China’s traditional media content management and problems. At present, the asset management of China’s media content in the initial stage, the contents of data management, program copyright management was not standardized, the industrialization of the weak, the digital construction in progress in. Management of traditional media content assets are faced with some difficulties, including the media competition, media laws and regulations are less, integrated use of resources without pushing etc.. Through the interpretation of the reality of the situation so as to make the management strategy.Secondly, this paper puts forward an analysis of modern media asset management strategy, to the full range of integrated media resources (internal, multiple address, multiple levels of resource integration unit), establish copyright right clearing mechanism, establish the media content marketing system, establish the media value evaluation system. In the media ecology, the survival of the fittest is the main logic evolution, who can adapt to the changes of rhythm, reduce defects, develop their advantages to the maximum in order to achieve long-term success. Media asset management is a delay for a long time of the large projects, strategic planning and strategy implementation, thus to clear the main direction of motion and force.Finally, the cause of the CCTV audio and video archive of modern media asset management this article as a starting point, the traditional media asset management platform, establishing method and its existing problems, and through the introduction of audio-visual Archive Establishment of new media information industry, analyzes the problems that may meet with the challenges, as well as the modern media asset management the direction of reform, including platform establishment, copyright issues, value, value-added development, and media content assets operation and management of the future.