A Study On The Strategic Transition Of Sohu TV Under The Background Of " Relationship Revolution"

As James Curran mentioned in his book Media and Power, every birth of new kind ofmedia result that change in communication ways, but also in power. Media,as the transfer ofinformation, can play a role of bridge to connect one to one who are not have directrelationship, so that the media could fill the hole, which is so called “structural holes”. OnceMedia occupied the “structural holes, the Media get the “social capital”.Online video are come out in such a Internet era, especially when socialized media cameout. I would rather call it “relationship era” than “Internet era”. The development of Internetbring a new way to build a new social network, which is based on “face-to-face society”. Nowsocial capacity is re-distributing between social members.The Media development history tell us that the birth of a new media never could takeplace the old one. So New Media which is based on Internet will not instead the traditional one.Online videos, as the new media must to face the problem how to balance the relationship withtraditional media-TV. As Paper Media have stepped into “picture-reading era”, online video isbecoming the first application in Internet. Video Website like mushroom after rain bloom oneby one, keep the pace with developed country, such as America. As such it has no experienceto follow, the development mode of Video Website is the problem need to be solved.“socialcapacity” theory provide a way for us to analysis which role the Video Website will play in thenew social network and traditional social network.After the Globe Financial Crisis, Video Website is moving towards to the right way. SohuTV is always the leader in this field with the help of its Parent company. Through the analysisof its strategic transition from the angle of “social capacity”, the hole field can get experiencesfor the future development.