Research On The Industrial Development Of Civic Radio And TV Media Under The Media Convergence Age

Nowadays, with the overwhelming trend of media convergence and the rapidlydevelopment of industrial environment, the whole media landscape is changing andreshaping, which presents more fragmentation of information consumption to the user,and spreads the content by more mediums. Meanwhile, the superposition ofcommunication effects become gradually stacked, and more and more industries choosecross-boundary development.In the new media environment, the communicationindustry chain of radio and television media is reconstructed from content tothe terminal device, so the radio and television media faces unprecedented challenge,which the battle over the audience, advertising revenue, personnel, platform and marketshare is more and more nastier among media formats and media hierarchies. In the trendof media convergence, the fierce competition in the media market forces the radio andtelevision media to focus on endogenous growth and external expansion. At thistime, because civic radio and television media is the indispensable part ofdomestic media landscape, it is not just facing the tense trend of competition, but facing the gradual compression of market share and profit space, so industrial development andreform has become the final weight of competition in the media market.Basing on the historical change and development of civic radio and television in thenew media time, this paper analyzes the inherent and external environment of itsindustrial development through the theory of media management, and presents itsrealistic environment and potentiality of tackling challenges and promoting thedevelopment of marketization and industrialization. In addition, this paper tries toexplore the path of industrial development of civic radio and television media by theaspects of idea transformation, system innovation, capital management, personneltraining, and profit model in the media industrial development. In a word, All theseexplorations expect to provides a reference for the development of civic radio andtelevision media which exploring the industrial transformation and upgrade under thetrend of media convergence.