Study On The Integration Between Benxi Radio And TV Station And New Medium Based On The Triple Play

For a long time,China's radio and television media industry had been operated and managed by the state as a part of institution system.With the reforming of the system,the profit-making business will be gradually managed by company in the market economy.The fund of the radio and television media industry which is given by the government originally will be cancelled,and the company will make his own management decisions and take full responsibility for his own profits and losses.In the meantime,facing of the rapid rise of the new media,the audience of the traditional media had been shunted,the share of advertising market had been plundered,and the living space of radio and television media had been preempted severely.In this case,both the provincial and municipal radio and television media all need to make adjustments to adapt to the new market environment.The 10th Five-year Plan passed On March 15,2001 had indicated to promote the integration of telecommunications networks,cable TV networks and the Internet.The triple-play has been advancing ten years from 2001 to now,and it has been bringing both opportunities and challenges to the traditional radio and television media.The triple-play can provide the technical support and improve competitiveness for radio and television media in the new media business.Hence it's a question for radio and television media to consider how to integrate with the new media.The paper takes the Benxi broadcasting station as a case of municipal broadcasting station,and intends to figure out the municipal broadcasting station how to integrate with the new media with the advantage of telecommunications networks and the internet.The paper analyses the influence of the triple-play on broadcasting station firstly,combines with the Benxi broadcasting station current status and characteristics,and compares Benxi broadcasting station with the new media from the aspects of communication elements,transmission mode and profit mode to find out the respective advantages and disadvantages.Finally,we can find out the part and the method of integration with new media.In this paper,it is considered that Benxi Radio and Television Station can be integrated with the new media from three aspects to content,platform,and marketing promotion.In the content integration,new media content effectively complement its own programming resources.It chooses and classifies the new media information.Meanwhile,it combines the advice of the audience to strengthen the depth of interpretation to new media content.Consequently,it supplies audience more characteristics of information products.In the platform integration,through the Internet portals and telecommunications network broadcast live,it uses the existing advantages to integrate with the new media.In terms of marketing,it uses new media to build their own brand,to acquire date for precision positioning the audience market,to combine with the new media platform to form a three-dimensional spread,and to establish industrial chain connection.With the integration strategy of the new media,Benxi Radio and Television Station could improve their market competitiveness in the new environment..