How do traditional media cope with the impact of new media?

1. Strategies for Traditional TV Media to Deal with the Impact of New Media

The influence of new media on TV industry is both external and internal. On the one hand, due to the wide application of new media in TV program production, the characteristics of programs have changed in different ways; On the other hand, new media directly compete with TV, prompting many people to use new media and give up watching TV. However, the TV industry should also see the positive side. First, the inherent influence of new media on TV has improved and upgraded the characteristics of TV. Second, the external influence of new media on TV is not as terrible as we feared. The application of new media obviously helps TV to get rid of the shackles of tradition. It not only adds new content, but also provides viewers with a variety of ways to receive, participate in and respond to program content quickly and conveniently, which means that program producers can know more clearly who is the audience of the program and the tastes and preferences of the audience. Television is fleeting, and it is usually irreparable after the program is broadcast, but podcasting can make the program continue to watch for a period of time, just like time migration. Of course, time migration is not a new phenomenon brought by new media. Before the advent of the digital age, viewers completed time migration and reserved programs through tapes and videos. The emergence of new media only makes time migration more convenient. For the producers of the program, time shift means that they can win more viewers and are no longer limited by time. Moreover, even if some viewers review the program on the podcast, it is a good thing for producers, because watching the program repeatedly means that the program will be further absorbed and better appreciated.

2. The strategy of newspaper industry to deal with the impact of new media

Newspaper media should integrate with new media and develop together: facing the impact and challenge, the newspaper industry is not completely without advantages. With the impact of new media, this advantage of the newspaper industry will be amplified and become more prominent. The basic value chain of media is the collection and distribution of information resources. As a traditional media, the absolute advantage of newspaper lies mainly in its collection, and its authority, credibility and monopoly of resources are irreplaceable by new media in a short time. However, in the distribution of information resources, newspaper media is slightly inferior, and its interactive ability, communication speed, communication area, entertainment function and communication mode can not be compared with new media. In this case, newspaper media and new media should take the road of mutual integration and learn from each other to achieve common development. At this stage, the super interaction between traditional media and new media has brought unprecedented enjoyment to consumers and businesses, and the complementary advantages of the two media will maximize the influence of both sides. For example, the combination of the manufacturing ability of newspaper media's public relations activities and the display ability of network platform has produced great influence in the media, which not only saves the cost of traditional media manufacturing, but also enhances the influence of new media and achieves the goal of profit. In a sense, the impact of new media brings not only challenges or extinction to traditional paper media, but also opportunities for development and reform. The prerequisite for newspaper media to go forward in the market-oriented reform is to face up to the development of new media, widely absorb the advantages of new media, constantly give play to their own advantages, and take the road of win-win between old and new media. Only by seizing the opportunity of this new media can newspaper media embark on a road of self-development in the information age.