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Problems And Countermeasures Of Chinese Urban Media In Omnimedia Transformation

Posted on:2016-10-30Degree:MasterType:Thesis
Country:ChinaCandidate:Y J ZhangFull Text:PDF
GTID:2348330479955013Subject:Radio and television and digital media
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In the background of the internet era, online media and mobile media are emerging rapidly. They have a huge impact to the survival of the traditional media, such as newspapers and television stations. Traditional media are suffered more pressure in the market competition. Faced with this massive and menacing shockwave, traditional media have to innovate on every front, and respond actively to the issues and challenges which are encountered in the era of media convergence. In the course of traditional media considered about how to deal with this problem, strategy of omnimedia is beginning to emerge. Traditional media started to build the new media's technology platforms, and worked out a road of omnimedia strategic transformation practice.At present, in our country's omnimedia strategic transformation practice, some national and provincial traditional media have a better development. Such as Nanfang Media Group, Yantai Daily Group, CCTV and so on. However, omnimedia transformation practice not only belong to the large newspapers and television stations,but also belong to many urban media. But the urban media are facing even worse development environment and more harsh development conditions. So their development on omnimedia have a strong particularity. How about their promotion of omnimedia transformation practice? What are problems they encountered in transformation practice? Whether they achieved the expected results or not? These issues are worthy of our in-depth study.Chutian Metropolis Daily and Qilu TV Station are both have greater influence in the local area. Their influence even break the geographical restrictions, spread to the entire country, and become famous urban traditional media. On the face of the internet era's requirement, these two media began to conduct omnimedia transformationpractice. In this press, they have made considerable economic and social benefits, and became the models in the same type media. These two media earlier recognized the strategy of omnimedia is the trend of the media market development. They walk in front of the other traditional media in concept. They also combined with the situation of urban media's omnimedia transformation, through internal optimization, internal and external cooperation, continue to promote the way of omnimedia transformation.They have made good demonstration on producing content, building platform,operating and managing under the omnimedia. In this paper, selecting Chutian Metropolis Daily and Qilu TV station as the cases to research deeply, amalyze they are how to work in the omnimedia's concept. Through the cases' study, we can sum up the current problems in the urban media's omnimedia operation. Combined with the specific cases, we can generalize innovative experiences of urban media's omnimedia operation. On this basis, from the development trend of media convergence and the market positioning of urban media, we can propose the general ideas and countermeasures of the urban media's omnimedia operation.
Keywords/Search Tags:urban media, omnimedia, media convergence, strategic transformation
PDF Full Text Request
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