Reconstruction Of The Concept Of "Content Is King" Under The Background Of Media Integration

Traditional media suffers from a great lash,and even get a "cliff" slide;The rapid development of new media results in a "chaotic scene";Every kind of media gradually fusions,“Several glad several sorrow”.Some of the original media with rigorous production and high-quality content,whose original contents and exclusive news were easily copied or copied by other media,lost their content advantages,resulting in the loss of large audiences and the loss of resources that could not be ignored."Content is king" is not a new thing,this concept has been proposed by Viacom's chairman and CEO Sumner M.Redstone one century ago,and gradual developed both at home and abroad.But in the background of media integration today,"content is king" has become a controversial concept,"channel is king","brand is king ","flow is king","technology is king" and so that words began to come in a throng,"content is king" faced a hitherto challenge from the puzzles which due to the uncertainty of content's "throne" which caused by the big lash."Content production" seems no longer being the most decisive part of media survival.Is the idea of "content is king" out of date under the background of today's media integration? To build the cornerstone of the competitiveness of the media-"content",is it really replaced by the new competitive advantage with the development of the times and the change of technology?Nowadays,the media is undergoing dramatic changes,and all kinds of ideas,orders and patterns are constantly being challenged,broken and rebuilt.Now is the most violent change period.At the same time,it means that the new channels and technologies are coming to maturity.The channel and technology are being stabilized and popularized,and the competition space is gradually decreasing.The differentiation competition by these resources couldn't be the key to success.This is also the time node to highlight the value of the "content",which is the cornerstone of the media competitiveness.Therefore,at the present time point and the background of the times,the idea of "content is king" is urgently needed to be called,explored and redefined.The reanalysis of "content is king" is at the time.From the concept and history of "content is king",combining with the current situation,this paper makes a core innovation which is more consistent with the background of media era.And it expanded three items in new media age,which are traditional media revelation mode,developments of new media,developments of media-integration and the real requirements of the restruction of "content is king"----one revelation,four requirements,it comprehensive analysis the code,values and requirements of "content is king" in media-integration age.And it answered the question that content is still the king nowadays.It also discusses the way to reconstruct the connotation of the concept of "content is king" in the media age,and puts forward that the media should be brave to pay the bill for "producing high quality content" and change "kidnapping of benefit mechanism" to adapt to nonlinear communication and increase the interaction of content.It makes good use of big data for user analysis and training of quality content producers five suggestions.