Research On The Integration And Development Of Video Sites And Television

In recent years, video website as a new force suddenly rises,television gradually decline.The soude of video site will replace the television media is endless. But there are not only competitive relationship between video website and television media, the interaction fusion between them has occurred frequently, and more. Toward a fusion in the competition, is the basic trend of the relationship between video website and television. This paper mainly discusses video site and television how to get into integration.Research on the Integration and Development of Video sites and Television embodies in three aspects,one is the fusion level in the content, mainly reflected in the content of co-production, derivative content design;and co-production based on date; the second is the fusion of platform levelat, mainly reflected in the linkage of broadcast and multi screen interactive; The third is the integration of marketing level, mainly embodies in content marketing, advertising marketing and the surrounding industrial marketing. Between the three levels are associated with each other,support each other.Fusion of contents due to the construction of he platform, fusion of the platform by the fusion of content construction to be highlighted, Integration of marketing mode is brought about by the resource sharing based on the fusion of content and platform.At present, based on the media ecological environment in China under the special system, China’s video websites and television media convergence there are unique fusion of ideas.Fusion methods based on TV media,with the example of Mango TV,and the fusion methods based on websites,with the example of Leshi network, has a certain reference value. Video website and television is still has their problems in the fusion development process, The fusion development strategy mainly lies in:the innovation of media content for television production and broadcast mode, follow the law of the development of new media; video website clear its position, to avoid video websites televisual. Television and video website are actively explore a variety of profit model; Televion actively promote the reform of micro mechanism,video websites should face the problems of development, to achieve the difference competition.