| News media plays a very important role in today's society.The UK has nearly witnessed the complete progress of the development of modern media.Newspapers,such as the Times and the Guardian,as well as the television industry with BBC the spearhead,have a huge influence over the world.In recent years,the extensive worldwide coverage of the Internet,as well as the rapid development of smart phones,has pushed old media into a critical situation.However,British old news media started their digital transformation at an early time,new ideas have come out constantly and developed rapidly there,hence,digital transformation of British old news media becomes an ideal object of a research.In this paper,British old news media organisations are roughly classified into "newspapers" and"broadcasters",the Guardian and the BBC are chosen for the case studies.This paper will show the difficulties and challenges met by newspapers and broadcasters in the new media environment in the UK,then some worthy to be popularized practices and ideas will be suggested.On the part of British newspapers,this dissertation firstly tries to unveil the critical challenges called out by new media by displaying of the circulation and revenue of main British newspapers.After analysing the two main differences in the attitude to newspaper digitalization-whether to propel digitalization and whether to set up a paywall,this dissertation makes a comparison of four media practices:the successes made by the Guardian and the Daily Mail promoting free online news service;the decision of a complete digitization made by the Independent,the poor performance of total readership of the Times;and the short life of the New Day.Rather than continuing to stay in the traditional field,this paper points out that newspapers should better put more energy into the new media sector,and make offering free online news service their prior strategy.In the case study of digital transformation of the Guardian,this dissertation reviews its main practices and makes a conclusion that "open journalism 2.0","data visualization" and "in-depth reporting" are the knacks that the Guardian has got to promote digital transformation.Compared with newspapers,British TV industry is facing a relatively gentle pressure caused by the new media,and the traditional business is still having a dominant share for TV organisations.However,the time spent on watching TV has declined from 2015,and among the young people,a more severe fall has appeared.The rapid development of new media has pushed TV broadcasters to actively consider about innovation.Up to now,they have opened up delivering channels on computers and smart phones;a series of innovations are also made,for example,a gaming department was set up by Channel 4,some User Generated Contents were introduced by Channel 5.In the case study of the BBC's digital transformation,this dissertation analyses its recent improvements made in the new media environment,focusing on the characteristics of the revolutionary product BBC iPlayer.In the analysis of the success of the BBC's digital transformation,this dissertation argues that adhering to the high standard of production while providing cross-platform delivering,reshuffling the news team,and catering to the needs of youngsters are the main reasons. |
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