Research On The New Media Business Model Of Broadcasting And Television System

In recent years,in order to cope with the wave of new media,traditional radio and television media actively practice business model in its emerging media platform in promoting the development of media integration.Generally speaking,three typical models have been formed up to now: the "seamless coverage" collaborative model represented by CCTV;the entertainment ecosystem model represented by Hunan Satellite TV mango TV;and the vertical model represented by Shanghai Wenguang.The practice of the new media business model of radio and television system has certain results: first,in terms of market positioning,the user thinking of new media gradually replaces the audience thinking of traditional media;second,in terms of value creation,the advantageous content of radio and television media is effectively connected with users through the new media platform;third,in terms of profit model,the brand image advertising revenue is relatively rising and diversified Revenue has a certain development,which has a certain block to the decline of traditional radio and television advertising;fourth,in terms of competition barriers,long video content IP has a certain core competitiveness in absorbing users.However,there is still a long way to go in the practice of new media business model of radio and television system.First of all,the network economy makes it difficult to copy thetypical business model,either the forerunner "winner takes all" or the typical one is difficult to have universality.Secondly,the coverage competition of new media giants and online video platforms makes it difficult to build a business model.Finally,the single profit model is the fatal crux of the development of the business model.One single advertising can hardly offset the decline of income,the other multiple income has little effect.We should examine the practical demands of the new media business model in the radio and television system.Under the decline of traditional radio and television media,its new media business model needs to be repositioned.For the future development of the new media business model of the radio and television system,the central level radio and television should try its best to build a traffic portal of the content platform;the provincial and municipal level radio and television should seek a traffic portal to promote vertical content.Traditional radio and television media should be based on their own advantages and seek a suitable way to develop new media business model.