Research On Development Strategy Of HLJTV New Media Business

The year 2015 is considered as the first year of the media merge of China. In this year, China's online advertisement market size reaches 154 billion Yuan, which outnumbers the total sum of those of T V and newspapers. This is a sign that the old structure of China's media has been overturned and new patterns which new media dominants have been developed. Meanwhile, the traditional TV station's monopoly over the media will never exist. New media virtually has great impact on the advertisement and subscribe revenue of traditional media. Traditional media especially TV is facing the cruel reality that subscribers decreased, advertisement revenue shrunk and power of public opinion guidance became weak. As one of the traditional media, HLJTV has stepped up emerging with new media on aspects such as program content, channel, platform, operation and management to adjust itself to fit the trend of revolution. To follow the trend of mobile internet, the social and intelligent data exchange, HLJT V has proactively adapted Big Data and Cloud technology, developed mobile app and the website, which sets up a new media platform.In the following chapters, the features of new media were analyzed, and compared with those of traditional ones. The cases of the successful transition from traditional media to new media done by domestic first-tier media group were analyzed, using the SWOT method. The advantages and disadvantages, the opportunities and challenges of TV industrial were drawn under the new media circumstances. Difficulties that HLJT V was facing in the new media era were discussed, and the transitional strategy and practical methods were proposed. Mass data analysis was done by factor analysis method. The key index was found, which gave an important guidance in final decision of the strategy.