Study On The Platform Management And Integration Management Of Broadcast&TV New Media

With the digital revolution opening the information age, our society have entered a new era of Internet-based media. Under the guidance of digital technology, the new media technologies develop rapidly. The rise of new media makes the media landscape has undergone enormous changes. And the status of traditional mainstream media is severely threatened. With the forthcoming full implementation of the integration of telecommunications networks, cable tv networks and the internet, the industry is gradually breaking the monopoly. The Channels are allowed to opera content. The new media of radio and television are facing a new shock. At the national level, they are calling for the emergence of a new type of mainstream media.The new media of radio and television transit to the new mainstream media that must firmly hold advanced technical support and content development as a fundamental and use the Internet to achieve the complementary advantages of old and new media and integrated development, with completing the deep integration in the content, channels, platforms, operation, management and other aspects. In its transformation, platform management become mainstream. In the Internet business thought, the platform is the entrance that users can aggregate and provide services. It is a key strategic of the transformation to new media. At the same time, the depth of integration of new media broadcasting under the Group’s management also need to make the appropriate optimization. The integrated management with the spirit of the Internet emerged. It is breaking the hierarchy complex matrix structure. The flatten management fits platform management, being the complement of each other. Hunan Broadcasting Group and Shanghai Media Group’s change and transformation is of great significance.This paper will be based on the national cultural system reformation, implementation of the integration of telecommunications networks, cable tv networks and the internet, the plan of "Internet +" and other policy. With analyzing literature of the development of new media broadcasting, basing on the problems of its platform construction and management, with related cases, proposed optimization suggestions of integrated management and platform management.