| The development of the internet and all kinds of emerging technology,not only brought convenient while,but also subtly changed people's way of thinking and living habits.And also it is quietly changing the media forms.In the new media environment,everyone has the opportunity to be the disseminator of information.People's access to information is also expanded,and information can be selected according to their own needs and preferences,thus strengthening the user's dominant position in the process of information transmission.The change of media ecology environment makes traditional media face great challenge.In 2017,the number of Internet users in China reached 772 million with a penetration rate of 55.8%,while the number of mobile Internet users reached 753 million.It accounts for 97.5%of all Internet users.With the popularization of mobile devices and the development of the internet,cellphone-centric mobile smart devices have formed a "all-in-one" model.Mobile media has become part of people's lives.People's reading habits gradually shift from offline to online,which has also led to the transfer of traditional media channels to mobile terminals.Since 2016,webcast and video have exploded,which has promoted the development of video of mobile terminal and brought the integration transformation of traditional media into a new stage.Video has become a big trend in the development of mobile content,and also an important opportunity for traditional media transformation.A large number of traditional media have poured into video."We" video that the Beij ing news taken as a short video of the tuyere,was created together with Tencent to create video news programs.Its has its typical transformation path,which is meaningful in the exploration of the fusion of traditional print media transformation in the mobile Internet era of enlightenment.To investigate on the Transformation of exploration practice,this paper focuses on the traditional print media fusion in the Beijing news "We" video.The paper analyze cases to explore the transformation of media convergence in practice innovation thought and method.Combined with years of experience,the Beijing news hopes to extract common value is worthy of reference for other media.Under the current media environment,the survival crisis of traditional paper media is becoming more and more serious.The Beijing news is able to stand out in such an environment,relying on a keen awareness of marketization.At the beginning of the transformation in traditional media fusion,the Beijing news continuously explore,to create original full media content production platform,for the later development of"We" video,laid a good foundation.The transformation of traditional paper media is not simply an extension of network media,but a change of operation mode."We" video as the Beijing news exploration in the field of video,in addition to have early laid a good foundation,more important is to benefit from their own accurate positioning and the marketability operation pattern.The author tries to study the innovation and change of "We" video in content production,communication channel and business philosophy from five aspects:content,form,platform,channel and purpose.Through case analysis,the author also tries to concisely summary to explore the Beijing news fusion transformation experience for reference,study the key to a breakthrough in the transformation of media convergence,and for all related print media transformation ideas,find the direction.Finally,with the new exploration of "We" video as the background,the author briefly analyzes the opportunities and challenges confronting the transformation of traditional paper media.The author also put forward some thoughts on the future development trend of traditional paper media in new environment of the integration and transformation. |
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