Media Convergence and the Development Strategies of Radio and Television in China by Peng Duan

Author:Peng Duan
Language: eng
Format: epub, pdf
ISBN: 9789813341494
Publisher: Springer Singapore

2.4.2 Channel-Wise: Complement and Convergence of New and Old Media

Currently, the Internet is generating massive amounts of information all the time and enjoys an edge in terms of content timeliness and scope. Conventional media, however, possesses a slight competitive edge in terms of content depth and communication coverage rate. By giving full play to the advantages of conventional and new media and achieving the content sharing and communication across media such as conventional media and the Internet, better communication results may be produced.

On the one hand, conventional media has begun taking advantage of emerging media. Before the Internet technology fully matured, conventional media had a tight grip on the initiative in information communication, and its communication channels were limited to mass media such as paper media and radio and television. On the other hand, information transmission and release had a longer communication cycle due to limitations such as typesetting, printing, production and editing, leading to reduced effectiveness. The unilateral communication forms of conventional media restricted feedback and resulted in the lack of interaction. The advent of digital-communication technology offered conventional media other possible forms of information carriers. Whether it is the communication channels or media terminals, the uniqueness of conventional media has become a thing of history. Digital communication networks and computers are not tools exclusive to emerging media; conventional media may also take advantage of these new channels and terminals. Media convergence offers an opportunity for the extensive convergence of conventional and emerging media, and conventional media is thus able to break away from the communication ideal of being “content-focused”. It has transitioned from being used to teaching to being used to learning, which allows it to take full advantage of the new media to achieve thorough development. On the one hand, information takes advantage of emerging media to communicate extensively via different channels, thus acquiring wider coverage and greatly enhancing the effectiveness of the news. On the other hand, conventional media has achieved the feature of interactive information with the help of the diverse channels of emerging media, which allow users to take part in the process of information transmission. Furthermore, users are given the capacity to state, express, argue and even criticise, and are taking the initiative in the sense-making of events. Contemporary conventional media only needs to digitise its content before transmitting it to users via digital communications networks and terminals. The sharing of the digital communications networks between emerging and conventional media is in essence an early form of media convergence.

On the other hand, conventional media may make up for the deficiencies of emerging media. In the Internet age, emerging media is developing by leaps and bounds and has absolutely captured the attention of the industry, which to a certain extent signifies the end of the era when conventional media looked down on everything. Nevertheless, the current development of emerging media in China is not problem free: in terms of the depth of information communication, the rapid and instant communication patterns of emerging media foreshadow

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