虽然秋风起天气已近入冬,中国却迎来了真正意义上的媒体整合的春天。中国的传媒巨无霸大致可分为两类,一是以党的报社或电视台为中心发展起来的报业集团和广电传媒,二是由单一媒体发展壮大至经营多样媒体的广告集团。前者拥有对内容的控制权和传播通 Although the autumn weather is nearing winter, China has ushered in a true spring of media integration. China’s media giant can be broadly divided into two categories. One is the press group and the broadcasting media that have been developed around the party’s newspaper or TV station. The other is the development and expansion of a single media group to a multi-media advertising group. The former has control over content and communication