| In recent years, new media is gradually being accepted with the rapid development of mobile internet. The traditional TV media is facing serious challenges. Mobile internet has prompted a large number of young people who spend lots of time on the internet and relatively little watching TV. Using a smartphone or a tablet while watching TV has become a new lifestyle. The traditional TV media market is gradually shrinking and the situation is very serious. The traditional TV media turned its business model into mobile internet urgently.Based on the work experience myself in several years, this paper analyses many impacts that moblie internet has brought. Such as the changing of young people’s behaviour, the preference of young people about the new media, the transform of thinking in traditional TV media and how the all media influence weaken the role of TV media. And then the paper discusses that what coping strategies the traditional TV media should take in mobile internet era.This paper cites lots of examples, for instance, Hunan TV, "who now" APP, "Wolfberry" APP, "Xinjiang Name" APP, and expatiates the differences between them. The paper analyzes the business model of new media APP in the "business model canvas" form, including customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships and cost structure.Thinking and suggestions of establishing the "union online" are proposed at the end of this paper. Through the "union online" platform, it could integrate resources from TV media and mobile internet to nuify every link around TV media, and then give the traditional TV media a second chance at life. |
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