The cornerstone of media development in China is

choose

ask

With the development of social economy

,

Media application channels are getting wider and wider.

,

Between the media and other social classes

Interaction of

,

From the government,

From the public to the media itself

,

Have clearly realized that

：

China's media has become a market economy.

An inseparable part of the economy.

from

1998

Since 2000

,

China's media industry maintained rapid growth.

,

total profit

Has surpassed the tobacco industry.

,

Become the fourth pillar industry of the country. The future development trend of China media industry will also be one after another.

Step by step into the golden age of great development

The characteristics of new media are low cost, interactivity, originality and diversity.

The main points will make

2 1

Century becomes the century of new media. The strategic path of China's new media development can be from the correct positioning,

Resource integration

,

Think with high technology, high-end diversification and other aspects.

key word

：

new media

value chain

Development strategic path

The development of new media in China is accelerating day by day.

,

Its commercial value is increasing day by day.

,

How to actively use high and new technology

Promote the development of new media

,

This is an urgent and brand-new subject. Academia and industry put the related digital media

Rong's system services are collectively called new media services.

The strategic path of China's new media development can be from the correct positioning,

money

Source integration

,

Think with high technology, high-end diversification and other aspects.

Starting with the connotation of new media,

The present situation and trend of new media development in China,

China New Media Development Strategy

The path and other aspects have been comprehensively and deeply expounded.

Learn more about the development of new media in China.

speak accurately

Grasp the key issues in the development of new media in contemporary China, and guide the research work of new media.

One,

The connotation of new media

New media is a new media form supported by new technologies.

Such as digital magazines,

Digital newspaper,

count

Text broadcast, short message, mobile TV, network, desktop window, digital TV, digital movie, touch media.

Compared with newspapers, outdoor, radio and television, new media is vivid.

It is called "the fifth media".

Professor Xiong Chengyu from Tsinghua University School of Journalism and Communication:

"Based on computer information processing technology.

Current influential media forms. Associate Professor Chen Yongdong in the field of new media of Shanghai Theatre Academy: "The new media is

Compared with traditional media, media and various application forms,

At present, there are mainly online media,

Pocket media,

Digital interactive media, vehicle mobile media, outdoor media and new media art, etc. "New Media Industry Alliance

Secretary-General Wang Bin:

"New media is based on digital information technology,

Characterized by interactive communication,

innovate

Media form. "Focus Media

chief evecutive officer

Jiang Nanchun: "Focus is to distinguish the audience, and Focus Media is to

Facing a specific audience,

This ethnic group can be clearly described and defined,

This ethnic group happens to be

It is a leading consumer group or a heavy consumer group of a certain kind of goods or brands. Wu, CEO of Sunshine Culture Group.

Signature:

"Compared with the old media,

The first characteristic of new media is its digestion-the digestion of traditional media.

(

electric current

Television, radio, newspapers and communications

)

The boundaries between countries, communities and industries.

The boundary between the sender and the receiver, etc. "Mr Booth.

Vice president and person in charge

Wei Wu waved the President's definition: "The audience can participate extensively and deeply (mainly through digital mode).

Media form. Huang China Communication University: The basic elements of new media are network and digital.

Three infinity constructed by word technology,

That is, unlimited demand,

Infinite transmission and infinite production.

-Social relations layer

Understanding of the surface.

New media is a media that can provide personalized content to the public at the same time, and it is a disseminator and receiver.

People who communicate with each other become equal communicators, and countless communicators can communicate with each other separately at the same time.

Media. Those who began to strip information redundancy from the source.

,

In an intermediate medium that converges to a destination

,

With the help of digital language ability

,

Uncertain self-information is quickly transformed into subjective content according to the needs of the meeting point.

,

And various forms of communication and business services.

,

It is called new media.

[ 1]

As can be seen from the emergence of new media and existing definitions

,

The concept of new media and traditional media are symmetrical. new

The difference between media and traditional media is that

,

New media is produced, published and disseminated in a digital way. new

The media promotes the "long tail theory" of mass communication.

,

Show the content value and media quality of public concern.

Now focus it. New media depends on the progress of network technology and retrieval technology.

,

In a specific source and sink system

Polymerization results from

,

More directional than traditional media.

,

Realize real-time and quasi-real-time rendezvous

Mutual assistance service.

[2]

New media is more interactive than ever before.

,

Make information resources in the process of interaction and appreciation.

Further enhancing the viscosity and spreading effect.

Second, the development status and trends of new media in China

New media is the use of digital technology, through computer networks, wireless communication networks, satellites and other channels, and

Computers, mobile phones, digital televisions and other terminals provide users with information and services. From space

Look at it,

"

new media

"

Especially now and

"

traditional media

"

Accordingly,

Based on digital compression and wireless network technology

Support,

With its large capacity,

Real-time and interactive,

We can cross geographical boundaries and finally realize globalization.

Media.

"

new media

"

It is a kind of media with digital technology as its core.

But also on the basis of giving full play to technological advantages

There are two important features:

First of all, with the improvement of communication efficiency,

Spread more and more,

intelligence terminal

Diversification also makes communication costs relatively low.

Second, the audience's subjective participation is getting higher and higher.

A more central position

In recent years, the dissemination of information has moved from an era centered on communicators to an era centered on audiences.

With the development of social economy

,

Media application channels are getting wider and wider.

,

Between the media and other social classes

interaction

,

From the government,

From the public to the media itself

,

Have clearly realized that

：

China's media has become a market economy.

An inseparable part.

from

1998

Since 2000

,

China's media industry maintained rapid growth.

,

Total profit has been

Exceed the tobacco industry

,

Become the fourth pillar industry of the country. The future development trend of China's media industry will gradually become clear.

Step into the golden age of great development.

、

1998

In, United Nations Secretary-General Kofi Annan proposed and called for the use of.

Outside the traditional media

"

fourth media

"

Strengthen news dissemination.

1999

year

four

Month, named Beijing.

At the second Asia-Pacific Symposium on Newspapers, Science and Technology and Social Development,

The fourth media is defined for the first time.

Reading,

At the same time, the Xinhua News Agency broadcast the same statement.

:"

Chinese and foreign experts put forward that,

With the internet and information

Facing the expressway

'

fourth media

'

The influence of

10

The arrival of the year

20

Years will probably surpass newspapers and periodicals,

extensive

Radio and television.

"

At the beginning of the new century, China ushered in the era of new Internet media;

The online edition of People's Daily was promoted to.

People's network,

The website of Xinhua News Agency was changed to Xinhuanet.

The CCTV website has been completely adjusted from investment to system.

Wait a minute. Telecom departments began to establish information service websites, such as Beijing's.

"263

Capital online

"

Wait; National letter

Information-centered

"

Wang Zhongjing

"

Local provinces and cities have started a joint-stock network,

Such as ganlong. In Beijing,

Shanghai

The east. Com and so on

At the same time, the digitalization of wired network

200 1

Digital TV with cable network laid by radio and television in

This technical test first appeared in 1999.

2003

In 2006, the pilot project of priority TV digitization was launched.

2003

Nian radio and television zong

Issued by the bureau

Implementation opinions on establishing a new system of cable digital TV technology

and

China CATV is going digital.

Transition timetable "

Established the construction project platform,

Transmission platform,

Service platform and supervision platform

A complete digital TV system, at the same time,

Unify the digitalization of cable TV users within a certain range.

Target.

2003

Therefore, it was determined by the State Administration of Radio, Film and Television as

"

Network development year

"

and

"

Broadcasting development year

"

world

Published by World Media Lab.

2007

Five trends in the development of new media industry "

[3]

Is also called

,

The Influence of New Media on Tradition

The influence of the media has intensified.

,

Acceleration of substitution trend

,

Its commercial application is further mature.

,

The value is further improved.

2008

mid-year

The influence of Guo Xin media tends to be mainstream.

,

Advertising revenue also maintained rapid growth.

Video and online game collar

There is fierce competition in the development of this field.

Ten Mainstream Trends of New Media in China summarized the shortcomings of new media.

Ten trends in the next few years

：

One is the growth of advertising.

,

New media advertising business maintained a high growth trend.

The second is the commercialization of new media.

This model is maturing.

,

The business model of the website will gradually enter a benign channel.

The third is the surge in user scale.

four

It is a further improvement of market concentration.

,

There will be more cases of mergers and acquisitions.

Fifth, the market structure tends to be diversified.

change

Sixth, the income has increased significantly.

Seventh, the innovation of marketing methods.

Eighth, the mobile TV market has been stimulated.

,

China

The scale of mobile phone users has broken through.

five

Hu Yi

Ninth, the development of HDTV has entered a new stage.

Tenth, network security is universal.

Cognition.

[4]

With the development of internet technology, communication technology, radio and television technology and other related technologies

,

new media

The characteristics of low cost, interactivity, originality and diversity will make

2 1

Century becomes the century of new media.

,

new media

As a "catalyst", China's economy will surely grow and develop.