The Research On Media Transition In The Large Data Era

Media transition is, all the time, the emphasis of China TV industry, even in the recent researches that are carried out by insiders in the whole culture media circle. Reforming force of Radio and TV groups in the industry being reinforced unprecedentedly, first-tier TV stations like Hunan TV, Jiangsu TV, Zhejiang TV take the lead, and second-tier or third-tier TV stations like Beijing TV, Shandong TV, etc. are also loath to be lagged behind. The interests relationship in transition is being reshuffled, taking a trend of being stairs-like and camp-centralized. Applying theoretical knowledge in disciplines like Industrial Economics, Communication, Industrial Structure Theory, New Theory on Economic Growth, etc., taking media transition practice of Shandong TV industry for the breakthrough point, this article summarizes its developing status, analyses its characteristics and the existed shortcomings. Through the analysis on industrial policies, case research, and the holding of trend, it explores development strategies for the transition of the medium of TV, and provides references for the transition of the medium of TV.This article proposes systematic transition directions, transition routes and transition strategies. First, it focuses on the analysis of media transition practice both at home and abroad, including the transformation practice of the first-line TV media in the developed countries such as Britain and America, that in the developing countries such as India, and that in China. Through the comparative analysis, it defines the transformation direction of media and provides the transformation experience; secondly, this paper emphatically analyzes the current status of the TV industry transformation of Shandong Province and the existing problems, including the problem of outdated mechanism, the problem of single profit pattern and the problem of inflexible system mode, and conducts a progressive analysis on the causes of the problems so as to define the key point of the TV industry transformation of Shandong Province and the industry’s own advantages and disadvantages, and capture the base point of the reform and transformation.In the analysis of this paper, it proposes the path and strategy of the TV media transformation of Shandong Province in the era of Big-data, and advocates the active establishment of modern enterprise system, the construction of diversified profit modes and the reform of management mechanism and system. According to the paper, modern media groups conforming to the future development trend should be established by using the Inter thinking, which should be in line with the modern enterprise management in the aspects of personnel, finance and technique. The paper proposes the Four-dimensional Integrity transformation strategy of active transformation to market players, transformation to new media, transformation to branded content and transformation to diversified profit modes. And it also gives a prospect for the future development. By combining the current transformation situation of TV industry of Shandong Province and even the TV industry of the whole country, this paper points out that the future TV industry will usher in the concept change from "audience" to "user", bid farewell to TV program islet, develop the industrial chain around the program core resource, set up the modern media enterprise system, give a full scope to the talents and make the best use of everything, make TV programs with open, shared and tolerant attitude, and embrace the coming of big-data era in a Internet-enable way.At last, according to the research results of the transformation of TV industry, we have made a summary of the whole paper, and put forward some relative policy suggestions from the aspects such as industrial policy, operation mechanism and capital operation etc. by combining the interpretation of the big policies of the country and the simple review of the history and current situation of the transformation of TV industry.