Research On Influential Factorsfor Re-utilize Of Media Content Assets

The Media Content Assets(MCAs)are core resources for media groups,and MCAs represent the core competitiveness of the media groups.For a long time,the general public is more interested in the value of the newly-made MCAs,and have doubt on the value of the MCAs that are already in the storage after the initial broadcasts.With the development of digitization,media contents become MCAs,and we can realize the true value of the MCAs.The digitized MCAs production is one form of information processing.On the basis of the Information Processing Theory and the Digital Media Asset Management Theory,we studied the re-utilization value of the MCAs with research methods such as case studies,in-depth interview.This paper looks into two areas of concern,namely the re-utilization rate of the MCAs and the factors that affect the re-utilization rate.In this paper,we focused on the four categories under TV news programs,namely comprehensive news,categorized news,news topics,news talks,and we studied the difference between the four categories.On top of the focus group discussions,we also conducted in-dept interviews to explore the two areas of concern.Through the research,we found that there exists a great difference of re-utilization rate between the four categories due to a variety of factors.A close study of the difference and the factors behind is of guiding importance for our future production of MCAs,so that we can offer products closer to end user demand and boost the re-utilization value of the products.