| Britain is the first country, which has proposed the concept of "Creative Industry" in the global market, which is the world’s first national policy to promote the development of creative industries. Throughout the British media industry, several different types of communication media: television, radio, newspapers, magazines and websites. Supplier diversity, integrity and a high degree of integration of a complete industrial chain, is the most important characteristic.The research conducted on the combination of British media and foreign media, starting from case study for broadcasting, print media, identifying status of British media, and comprehensively use the science of arts, sociology journalism and communication theory to interpret this phenomenon, the research aims at identifying essential rules and draw conclusion base on background material, supported by peer-to-peer comments, including data analysis.This paper is divided into five chapters, each of chapter expatiate the competition and corporation background and significance, and interpret the meaning and methods of the research, analyzing current overview of British media and multimedia integration strategy and significance of digital transformation, discussing the internal and external factors of media convergence, and examining significance of interactive culture as the leading creative culture which the integration effect caused by prevalence of social media.The first chapter discussed the background and significance of convergence. Starting from explaining the necessity of digital transformation base on the background of development and collating and summarizing the concept of traditional media and creative culture in the UK, trying to reinvent the role of television, print media in the context of the rise of new media, and in the course of research in question, conducted from extensive literature theory, retroactive British development and current status, researcher used a variety of research methods including group discussion, questionnaires, in depth interview and other practical methods to form a clear clue for the context. Carrying out this research through innovative research methods and extensive field research on the analytical data of the digital transformation of British contemporary development motivation, from technology, the consuming habit of audience, resolution of print and digital media convergence.The second chapter is exploring the adaptation of traditional development model and new media platform to adapt to the situation, including the use of case study method to Britain with typical cases of representative, with a focus on the analysis, the needle for BBC television multimedia initiatives, US news magazine "The Weekly" into the UK market digital platforms attempt, the British magazine the Economist "video and audio multi channel strategy and internationalization strategy of the BBC i Player and its brand development plan.The third chapter, starting from a serial of integration motivations and examples of teaching, to explain its influences, as well as the new media’s background, industrial structure and mode change.The fourth chapter, from a global overview to analyze the fusion phenomenon of internal and external factors, and giving the critical thinking of the development of science and technology brought about the advantages and disadvantages, interpretation of media convergence the lead of the creative industry and the development significance.The fifth chapter is explaining mainly about Britain’s interactive culture of analysing the British public media culture and creative activities, on the one hand, the audience identity change, and actively participate in interactive media, the formation of the strong effect of parallel, the original information because has the share and spread of the large scope; development of science and technology on the other hand enable new equipment occupy people’s consumption view thus changing the people’s consumption, sharing, dissemination of information used. |
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