How traditional media respond to the challenges of new media

First of all, it is certain that the integration of new media and traditional media is an inevitable trend. On the one hand, it is promoted by the policy, as we all know, in recent years, traditional media has been subjected to a huge impact of the new media, resulting in the closure of the paper media, the loss of talent. So the state strategically hopes and requires traditional media to change in time and continue to dominate public opinion. On the other hand, in the face of changes in the media environment and changes in users' reading and viewing habits, traditional media must also revolutionize themselves for media integration.

In fact, although the emergence of new media is a great impact on the traditional media, but the traditional media in the original news, news credibility and authority and far more than the new media, through the fusion of the two, can achieve the advantages of complementary, mutually reinforcing state.

"In the era of the mobile Internet, it is not just the addition of new channels, platforms, and products, but people are being changed, demand and consumption behavior have changed significantly, and the competitive logic of the media has evolved." Lu Xiaohua, dean of the School of Journalism at China University of Political Science and Law, said.

Wang Junchao, executive director of the Research Center for Marxist Journalism and Journalism Education Reform at Tsinghua University, suggested that traditional media, especially the newspaper industry, should not unilaterally emphasize "Internet thinking" in its transformation, but rather should establish a "convergence thinking" and develop "integration thinking".

The traditional media, especially the newspaper industry, should not unilaterally emphasize "Internet thinking" in the transformation, but should establish "integration thinking" and develop "integrated news", which is the key to truly absorb the advantages of the new media, while the new media should absorb the "rigorous thinking" of the traditional media to better ensure the quality of the content.

Additionally, media integration requires new technology support. Big data analysis, accurate push ...... the emergence of new technologies on the media development of the impact of the great undoubtedly. The rapid rise of new media can not be separated from the advanced technology system support, it can be said that the new technology is the key to support the development of media integration.

Take the traditional TV news editorial, often limited by equipment, space, time constraints, a news editorial need to spend a lot of manpower, material resources. And the use of explosive news mobile editorial, a cell phone can handle all the problems of news editorial, fragmented time to create scripts, cell phone HD shooting material (photos, videos), mobile editing and production of news, cell phone to launch a live broadcast, uploaded anytime and anywhere and review, improve the efficiency of news editorial. At present, this product has been applied to Hubei, Henan, Liaoning and other TV stations.

At the same time, it is necessary to achieve omni-channel publishing, realize the unified planning, collection, processing, editing and publishing of content information, and make comprehensive use of graphics, charts, audio and video to realize the content products from readable to visible, so as to meet the multi-terminal, multi-experience.

In addition to emphasizing the support of the technical field, some industry insiders also believe that media convergence can also be embedded in each media industry products into each other, into a new type of public opinion news rich in a variety of media ideas. This kind of news is more capable of arousing public ****songs, and the efficiency and quality of dissemination will also be improved. At the same time, the capital as a link to the implementation of the fusion of the media within the strategic media cooperation is also a business model.