What are the new forms of Internet-driven broadcasting?

In the Internet environment, the communication channels of sound media take on two forms, namely, traditional broadcast communication channels and new Internet communication channels, which will coexist for a long time, but the channel values of traditional broadcast and Internet broadcast will change. After the listening mode and listening equipment of traditional broadcasting gradually turn to the Internet mode, the channel value of traditional broadcasting will be more reflected in the public welfare value in the future, including the issuance of government decrees, public opinion guidance, public safety, disaster emergency and so on; Internet broadcast channels occupy the entrance of Internet application terminals such as smart phones, connected cars, wearable devices, smart homes, etc., adapt to diverse Internet life scenes, can widely cut into and penetrate public life, and will have broader commercial value in the future.

The key to the transformation of traditional broadcast media lies in how to turn an invisible audience into a clearly visible online user. The premise of the transformation from audience to users is that the main content is transmitted from tradition to the Internet, which is the logical basis for traditional broadcasting to establish Internet communication channels. The realistic foundation of the establishment of Internet communication channels lies in the profound changes of the audience's media contact behavior. According to eMarketer's statistical data compiled by consulting, there is an obvious trend of audience groups in China from traditional media to digital media as a whole. From 20 1 1 to 20 15, the average daily contact time with China traditional media gradually decreased. However, the per capita time and proportion spent on digital media have gradually increased (the per capita time spent using digital media has increased from 1.78 hours to 3.08 hours, and the proportion has increased from 35.8% to 50.4%).