Preface

In recent years, with the decline of TV power on rate and audience rating, the TV advertising market has entered a bottleneck period, especially when the advertising revenue of terrestrial TV channels has plunged into a precipice. The development of traditional radio and television industry is becoming more and more difficult step by step. The influence of public opinion of new media based on the Internet is increasing day by day. The growth rate of advertising is far more than that of traditional media. Its economic strength and expansion force surpass the faltering traditional media with great advantages. All of these bring great challenges to radio and television media. Of course, the rapid development of all kinds of new media brings challenges and impacts to the traditional radio and television, but also gives the traditional radio and television the enlightenment of transformation. The transformation of traditional radio and television media and the rise of new media have spawned and promoted media convergence. Traditional radio and television media are making "genetically modified" changes with the help of the Internet, and the development of the integration of traditional radio and television and new media is also advancing with unprecedented strength. With the rapid development of media technology and the emergence of all kinds of new media, human beings have entered the Internet era, and the integration of all kinds of media is gradually deepening. Where is the radio and television media as a traditional media? How can radio and television media build their own core competitiveness in the trend of media convergence? What is the future of radio and television media? These problems have become a hot topic in the radio and television industry and theoretical circles.
          Based on the analysis of a large number of literature on “media convergence” since the new century, and combined with the actual development of China’s radio and television media, this book discusses the reform and development of China’s Radio and television media under the environment of media convergence. This book is roughly divided into the impact and countermeasures of media convergence on radio and television content production, the impact and countermeasures of media convergence on radio and television channel positioning and arrangement, media convergence and radio and television copyright management and operation, the impact and countermeasures of media convergence on radio and television industry, the impact and countermeasures of media convergence on radio and television production and broadcasting process and internal management, the research on talent training and corporate culture construction of radio and television media under the background of media convergence, etc.

前 言

近年来，电视开机率下降、收视率下滑，电视广告市场进入瓶颈期，特别是地面电视频道大面积出现广告收入断崖式跳水，传统广电行业的发展一步步趋向困难。而以互联网为基础的新媒体舆论影响力日渐增强， 广告增幅远远超过传统媒体，其经济实力和扩张力以很大的优势超越着步履蹒跚的传统媒体。 这些都给广电传媒带来很大的挑战。当然，各类新媒体迅猛发展给传统广电带来挑战和冲击的同时，也给传统广电以转型的启示。传统广电媒体的转型和新媒体的兴起，催生并促进了媒介融合，传统广电媒体借力互联网正做出“转基因”式的变革，传统广电与新媒体的融合发展也以前所未有的力度在推进。随着传媒技术的迅猛发展和各类新媒体的层出不穷，人类进入互联网时代，各类媒介之间的融合逐渐深入，作为传统媒体存在的广电传媒何去何从？广电传媒如何在媒介融合的大势中打造自身的核心竞争力？广电传媒将拥有怎样的未来？这些问题成为广电业界和理论界关注的热门话题。
         本书在分析梳理新世纪以来关于“媒介融合”的大量文献资料基础上，结合我国广电传媒发展实际， 对媒介融合环境下我国广电传媒的改革与发展问题展开探讨。本书大致分成媒介融合对广电内容生产的影响及对策、媒介融合对广电频道定位及编排的影响及对策、媒介融合与广电版权管理及运营、媒介融合对广电产业的影响及对策、媒介融合对广电制播流程与内部管理的影响及对策、媒介融合背景下广电传媒人才培养和企业文化建设研究等几个方面来进行。