Study On The Transition Predicament Of The Traditional Broadcast Media In The Mobile Internet Era

The development of the mobile internet had a great impact on the traditional media such as newspaper and television.By contrast,traditional broadcast media has been growing well.Traditional broadcast media shows an irreplaceable media personality,and it can give the concomitant and non-visual media properties to full play in the car listening environment.Therefore it can maintain the stable status in a short period of time.However,traditional broadcast media has also been challenged.The smart phone terminal applications such as ride-hailing application and mobile audio applications capture the mobile market gradually and the traditional broadcast media has losing ground little by little.In the face of a dilemma,the traditional broadcast media has taken many transformation initiatives to maintain their own survival and development.But the traditional broadcast media has been trapped in the blind transformation atmosphere,and the transformation doesn't produce the expected results.Most of the transformation of broadcast media are in trouble.In this paper,the real difficulties in transition reflects in the following three aspects.First,the broadcast media spend much time and efforts on the new media products,but most of the new media products are in failure in the end,and there are only a few quick success in transition.Second,the broadcast media feel constrained when cooperating with third-party platforms.Third,the broadcast media may take risks in the capital operation.The difficulties existing in transition caused the broadcast media in this predicament.The reasons of the difficulties are the stereotyped beliefs hold by the traditional broadcast media to guide their practice in transition..They view the internet as a tool to extend their influences,and they think the broadcast media should play a leading role instead of the internet in transition.On the transition mentality level,the transformation desire of the broadcast media staff is not very urgent.They lack of the internet thinking and possess with the notion of moral superiority as intellectuals,so they have a misunderstanding of the new media and miss the crucial transition opportunities.On the actual practice level,the traditional broadcast media try to crate the new media in the old system.But the new media need to be crated in a market circumstance,the outdated ideas and the imprisonment of the system of the broadcast media caused the new media to be a failure.To get out of the transformation predicament,this paper conclude that the broadcast media should promote the multiple transformation strategy and the internet should play a leading role in the process.Specifically,the broadcast media should build an open platform environment and the internet should be given priority in transition.It is outdated to talk about transformation based on the traditional broadcast media,and we must consider the transformation at the new media ecology perspective.Secondly,the broadcast media should take comparative advantage into consideration when they want to enter related industry.The internet has broken the bounds of different trades,and the broadcast media should choose to enter the industry which can bring the advantages to full play.Thirdly,the broadcast media system should be reformed completely and build a new system and mechanism which can get used to the market competition environment.