Traditional Media Transformation

This article focuses on the illustration and analysis of the traditional media industry which,with the rise of new media industry based on the internet technologies,has been struggling for transformation and survival.The article includes four parts.Taking Sichuan TV Public Channel as an example,the first chapter makes an introduction of the historical development and the status quo of the channel.The second chapter,applying the the theory of commercial eco system,makes an analysis of SCTV Public Channel's efforts in transformation.The third part puts forward suggestions for traditional media to revitalize the development.The forth chapter,taking into consideration of SCTV Public Channel's specific situation,gives advices on the development model for the channel.The author holds the view that the successful transformation and revitalization of TV media industry depends on the following points: Adapt to and adopt new communication technologies to realize industrial transformation;take full advantage of its platform function to construct new business model;Improve the application of new technologies to integrate itself into new media;explore new revenue generating models;enhance TV program branding;improve the positioning of TV channels and programs to build clear differentiated development models.This paper mainly adopts document analysis,comparative analysis and other methods to explore and analyze the current situation of traditional media as well as the realization of transformation and development.The research consists of several parts,including the background and current situation of the SCTV Public channel,and the transformation of public channels of Sichuan Radio and Television.The data used in this paper are all from SCTV Public Channel,which have authenticity and reliability.This article also has a great innovation in data analysis,applying the method of triangle validation to conduct the data reliability and validity analysis,so as to ensure the accuracy and objectivity of the data,and effectively to verify the theory of induction and deduction,and to inject new thinking for future case study.The main contribution of the paper,different from the past researches that focus more on innovation,is that business ecosystem theory and Porter's Five Forces theory are introduced into the analysis of current situation and possible solutions for transformation and survival.From the perspective of research,the author finds that although traditional media,especially TV media,has its political particularity,corporate attribute is still it's core feature which is applicable to most theories on enterprises.Therefore the author chooses the Porter Five Forces model to carry on the analysis to the television media development situation and inefficient competitiveness.On the contrary,domestic research on traditional media emphasizes the combination of environment and internal self-innovation on the basis of integration.It is believed that the attention of traditional media enterprises should not only focus on the development of their own capabilities,but also take into account the overall layout of external business from a broader perspective on transformation of mechanisms and systems.The business ecosystem is a domestic extension of this point of view.Compared with the traditional view of enterprise competition,the business ecosystem pays more attention to the network coordination and integrity,and recognizes more on the organic combination and correlation of various elements within the system.In the era of rapid development of digitalization and network,it is more necessary to analyze the synergistic effect of network layout from the perspective of commercial ecosystem for the transformation of traditional media.Therefore,this paper studies and analyzes the transformation of traditional TV media from the perspective of commercial ecosystem.The combination of Porter's Five Forces model and the commercial ecosystem theory also provides a new insight and method for the transformation of traditional enterprises,and a new interpretation of the two theories.