How to integrate traditional media and new media

In the digital age, we believe that business opportunities lie in how to seize opportunities, integrate with new media and realize transformation. Therefore, I mainly report to you on three aspects.

First, the impact of emerging media on traditional media.

The second integration transformation.

Practice of the Third Oriental TV.

Emerging media are eroding the market of traditional media on a global scale. Users are constantly diverting. Here is a set of data that you should be familiar with. Since 2003, the hours of watching TV per person per day have remained basically balanced, with little change. However, the time spent reading newspapers and magazines and watching DV every day has been declining, and the only increase is the number of people surfing the Internet. The number of netizens in China has increased by more than 20%, and it is estimated that it will reach 230 million in 20 10, which is still a conservative estimate.

In China, the overall ratings of TV viewers and the audience market are declining steadily. Internet users spend more than 1000 minutes online every week, and consumers are surrounded by massive information, including a large number of advertisements from the Internet. So Murdoch said that the pace of emerging media is amazing, and the Internet will destroy more industries than it creates. So in the face of such changes, we must have our own direction. The best way to avoid being wolfed down is to become a wolf yourself. Five or six years ago, when the new media arrived, everyone was very shaken. In fact, the current trend is not who eats who, but more integration. It is also my main point of view today.

Emerging media poses a threat to traditional media, but it also provides countless opportunities. However, as a global mass media, TV has two major weaknesses, one is poor selectivity and the other is poor preservation. I have been telling my TV colleagues that TV has no advantages over information programs. If you like tourist information, you may see a tourist information in the last five minutes in a half-hour message. If necessary, you can use the Internet or other media forms, which may be more acceptable. So for Shanghai Wenguang News Media Group, we have devoted ourselves to the development of new media in the past two years, especially IPTV business. We set up a company, which largely overcame the nonlinear transmission mode of traditional TV. From a technical point of view, new media is an extension of traditional media in different media. Traditional media need new media as the carrier, and produce and disseminate content through different carrier forms, creating the internal mechanism and conditions for resource sharing and influencing space, which will become the basic mode of media operation in the future. For example, a song can be spread through different media forms and carriers, can be released as a CD, can be made into MTV through TV, and can be combined with young interpretation. It can be spread through new media such as mobile phone ringtones.