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在中国,媒体融合还处于探索阶段。伴随新媒体爆发式增长,受众需求和接收习惯发生根本变化,广电媒体面临严峻的下行压力。媒体融合包括理念、内容、技术、流程、管理、渠道、平台和体制机制等八个方面的融合,在融合过程中要处理好内容和渠道、传播者和受众、融合和管理等五个关系,彻底解决观念、定位、规划、体制、版权、人才、技术和经营等问题。打造全媒体传播平台、打造以用户为中心的定制化服务、“借船”与“造船”并举、利用新媒体技术拉回年轻观众、利用大数据精准投放广告,是国外各大媒体的主要做法。我们可以此为借鉴,并着力建设跨媒体采编体系、多媒体产品集群、技术支撑体系、多屏传播平台和适配媒体融合的体制机制。
In China, media convergence is still under exploration. With the explosive growth of new media, there has been a fundamental change in the needs of audiences and receiving habits, and the media of broadcasting and television are facing severe downward pressure. The integration of media includes the integration of eight aspects of concept, content, technology, process, management, channel, platform and institutional mechanism. In the process of integration, the five relationships of content and channel, communicator and audience, integration and management should be handled well, Thoroughly solve the problems of concept, positioning, planning, system, copyright, talent, technology and management. Create a platform for all media communications and create user-centric customized services. “Borrowing” and “Shipbuilding” simultaneously bring new media technologies back to young audiences and use big data to deliver accurate advertisements. The main approach of the media. We can draw lessons from this and make efforts to build institutional mechanisms for the integration of cross-media collection and editing systems, multimedia product clusters, technical support systems, multi-screen communication platforms and adaptation media.