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

online, where conventional content still dominates2.3.4 Conventional channels dominate, new-media channels lack variety and inadequate online infiltration2.3.5 Insufficient use and convergence of technology by new media2.4 Development opportunities for radio and television against the background of media convergence2.4.1 Content-wise: diverse sources and formats2.4.2 Channel-wise: complement and convergence of new and old media2.4.3 Platform-wise: the drive of digital technology and social mechanisms2.4.4 Operation-wise: development of the media market and changes of profit models2.4.5 Management-wise: renewal of management concepts and organisational structuresCHAPTER THREE: CASES OF REFORMS OF RADIO AND TELEVISION AGAINST THE BACKGROUND OF MEDIA CONVERGENCE3.1 Cases of media convergence of foreign radio and television3.1.1 Media convergence of the BBC3.1.2 Media convergence of CNN3.1.3 Media convergence of NHK3.2 Cases of reforms of radio and television in China3.2.1 Media convergence of new-media newsroom of China Global Television Network 3.2.2 Media convergence of Shanghai Media Group3.2.3 Media convergence of Golden Eagle Broadcasting System3.2.4 Media convergence of Shenzhen Media Group CHAPTER FOUR: COMMUNICATION STRATEGIES OF RADIO AND TELEVISION AGAINST THE BACKGROUND OF MEDIA CONVERGENCE 4.1 The evolution of China's media system4.1.1 Initial choice: party-controlled media4.1.2 First reform: public institutions and management4.1.3 Second reform: separation of reporting and editing and operations4.1.4 Third reform: separation of business and industry4.1.5 Fourth reform: media convergence4.2 Coping strategies for conventional mainstream media regarding media convergence 4.2.1 Change of thinking and ideas: openness and interaction4.2.2 Confirm core competitiveness: technology, team and resources4.2.3 Focus on content production: differentiated innovation4.2.4 Respond to the audience demand for diversity: expand the long-tail market4.2.5 Build platforms: convergence, interaction, social contact and cross-screen4.2.6 Improve media image and develop brand characteristics4.2.7 Integrate marketing strategies and expand communication strategies4.2.8 Improve management and introduce the power of social management4.2.8 Innovate human-resource management and focus on coordinated developmentCHAPTER FIVE: PROSPECTS FOR MEDICA CONVERGENCE5.1 Status quo and achievements of media convergence5.1.1. Develop new thinking: focus on taking advantage of online thinking5.1.2 Build new platforms: gradually develop a new communication system5.1.3 Adopt new technologies: make new paths for media communication5.2 Outlook and suggestions for formats of media convergence5.2.1 Form new formats: innovate media services5.2.2 Foster new talents: build up professional omnimedia reserves5.2.3 Ensure security: step up management and monitoring of converged media