The Study On The Changes Of Medium's Behavior In The Era Of Users

In recent years, the traditional forms of communication media relying on a single spread of radio and television by the unprecedented challenges of the new Internet media. The development of the Internet enables people to virtually free from time and space constraints, anytime, anywhere access to information according to their own preferences, which is having a disruptive change. The relationship between the media and the audience has changed, "content is king", "channel is king", etc., have turned into "the user is king." Audience thus transformed into "User", heralded "user age".Users era face the challenges and impact, "audience" and so the traditional sense of the natural need to re-examine the past, traditional media and the fixed mode of transmission, consumption patterns and other acts will also have to be adjusted. For China Central Television as the representative of China's traditional media, how to adapt to the new media environment, play to their strengths, consolidate the traditional media dominance inherent in public opinion, it is a new but worth discussing.Firstly start analyzing the background, China's media environment has changed,the traditional media is facing a huge crisis of development, traditional media behavior change is imminent. Then begins the connotation and denotation Interpretation user era cut, the media characteristics of the user's age a preliminary exploration, development proposed based on multi-screen, real-time communications, voice reconstruction,multi-level interactive and other media, the traditional media must make the appropriate adjustments.Then, change the user for the media age, the study self-adjustment of the traditional media. Studies suggest that the era of traditional media to adapt to the user to make the appropriate changes in behavior, build social relationships in the interaction and sharing. At the same time, the media should be increased by the social element, intoSNS gene for open and inclusive products, and interactive sharing mechanism, increase user stickiness.Finally, in view of the rapid development of mobile Internet, mobile, fragmented,multi-source, real-time, multimedia and other propagation characteristics became clear.Their emergence has made access to information habits irreversible change, this change prompted the promotion of traditional media are constantly changing their behavior,began to seek a line with user habits, moving in line with the development of their own development path conditions.