Media Convergence and the Development Strategies of Radio and Television in China

Contents
1 The Rise, Concept and Manifestations of Media Convergence
	1.1 Concept and Research Overview of Media Convergence
	1.2 Impetuses to the Rise of Media Convergence
		1.2.1 Internal Impetuses
		1.2.2 External Forces
	1.3 Manifestations of Media Convergence
		1.3.1 Microscopic Level: The Convergence of Media Technology
		1.3.2 Mesoscopic Level: The Convergence of Organisational Structures, Production Processes and Product Forms
		1.3.3 Macroscopic Level: The Convergence of the Media Industry, Media Regulation as Well as Media and Society
	References
2 The Challenges and Opportunities Facing Radio and Television Against the Background of Media Convergence
	2.1 The Challenges and Predicaments Facing Radio and Television Against the Background of Media Convergence
		2.1.1 The Predicament of Talent Loss: The Separation of “Top Resources”
		2.1.2 The Predicament of Advertising Loss: The Transfer of Capital Support
		2.1.3 The Predicament of Interest Patterns: The Transformation of the Media Market
		2.1.4 The Challenge of Communication Channels: New Media Begins to Set the Agenda for Traditional Media
		2.1.5 The Challenge of Communication Platforms: The Changing and Growing Demands of the Audience for Information
		2.1.6 The Challenge of Communication Content: The Online Culture That Is Shaping the Social Forms
		2.1.7 The Challenge of Media Operations: Systematic Pitfalls and Losing Sway in Public Opinion
		2.1.8 The Challenge of Organisation Management: Deficiencies in Departmental Setup and the Talent-Cultivation System
	2.2 Inadequacies of Radio and Television and Their Causes Against the Background of Media Convergence
		2.2.1 Macro-Perspective
		2.2.2 Meso-Perspective
		2.2.3 Micro-Perspective
	2.3 Exploring the Causes Impeding the Business Development of Media Convergence
		2.3.1 Deep-Rooted Inertial Thinking of Conventional Media Failing to Adapt to the Development Needs of the Internet
		2.3.2 Barriers of Conventional Systems and Mechanisms Become Institutional Factors of Media Transformation
		2.3.3 Lack of Quality Content Online, Where Conventional Content Still Dominates
		2.3.4 Conventional Channels Dominate, New-Media Channels Lack Variety and Online Infiltration Is Inadequate
		2.3.5 Insufficient Use and Convergence of Technology by New Media
	2.4 Development Opportunities for Radio and Television Against the Background of Media Convergence
		2.4.1 Content-Wise: Diverse Sources and Formats
		2.4.2 Channel-Wise: Complement and Convergence of New and Old Media
		2.4.3 Platform-Wise: The Drive of Digital Technology and Social Mechanisms
		2.4.4 Operation-Wise: Development of the Media Market and Changes of Profit Model
		2.4.5 Management-Wise: Renewal of Management Concepts and Organisational Structures
	References
3 Cases of Reforms of Radio and Television Against the Background of Media Convergence
	3.1 Cases of Media Convergence of Foreign Radio and Television
		3.1.1 Media Convergence of the BBC
		3.1.2 Media Convergence of CNN
		3.1.3 Media Convergence of NHK
	3.2 Cases of Reforms of Radio and Television in China
		3.2.1 Media Convergence of New-Media Newsroom of China Global Television Network (CGTN)
		3.2.2 Media Convergence of Shanghai Media Group (SMG)
		3.2.3 Media Convergence of Hunan Broadcasting System (HBS)
		3.2.4 Media Convergence of Shenzhen Media Group
	References
4 Communication Strategies of Radio and Television Against the Background of Media Convergence
	4.1 The Evolution of China’s Media System
		4.1.1 Initial Choice: Party-Controlled Media
		4.1.2 First Reform: Public Institutions and Management
		4.1.3 Second Reform: Separation of Gathering and Editing and Operations
		4.1.4 Third Reform: Separation of Business and Industry
		4.1.5 Fourth Reform: Media Convergence
	4.2 Coping Strategies for Conventional Mainstream Media Regarding Media Convergence
		4.2.1 Change of Ideologies: Openness and Interaction
		4.2.2 Confirm Core Competence: Technology, Team and Resources
		4.2.3 Focus on Content Production: Differentiated Innovation
		4.2.4 Respond to the Audience Demand for Diversity: Expand the Long-Tail Market
		4.2.5 Build Platforms: Convergence, Interaction, Social Contact and Cross-Screen
		4.2.6 Improve Media Image and Develop Brand Characteristics
		4.2.7 Integrate Marketing Strategies and Expand Communication Strategies
		4.2.8 Improve Management and Introduce the Power of Social Management
		4.2.9 Innovate Human-Resource Management and Focus on Coordinated Development
	References
5 Prospects for Media Convergence
	5.1 Status Quo and Achievements of Media Convergence
		5.1.1 Develop New Thinking: Focus on Taking Advantage of Online Thinking
		5.1.2 Build New Platforms: Gradually Develop a New Communication System
		5.1.3 Adopt New Technologies: Make New Paths for Media Communication
	5.2 Outlook and Suggestions for Formats of Media Convergence
		5.2.1 Form New Formats: Innovate Media Services
		5.2.2 Foster New Talents: Build Up Professional Omnimedia Reserves
		5.2.3 Ensure Security: Step Up Management and Monitoring of Converged Media
	References