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中国传媒行业对全媒体发展路径的探索是在中央政府的规划指导下展开的,作为国家电视台的中央电视台也做出了应有的变革,如成立CCTV.com、开设CNTV、设立IPTV、布局移动传媒及移动互联网、开展社交化媒体营销等,取得了一定的效果,但仍然存在着发展瓶颈。传统电视媒体在全媒体生态环境的迅猛发展中,需充分发挥比较优势,以掌控视频生产作为电视媒体与其他新媒体融合发展的战略方向,走集群化、社交化、开放化的全媒体之路。
China’s media industry to explore the development path of all media is under the guidance of the planning of the Central Government, CCTV, as a national television station also made the necessary changes, such as the establishment of CCTV.com, set up CNTV, the establishment of IPTV, the layout of mobile Media and mobile Internet, social media marketing, and achieved some results, but there are still bottlenecks for development. In the all-media eco-environment, the traditional television media needs to give full play to its comparative advantage in order to control the video production as a strategic direction for the integration and development of the television media and other new media, and take the all-media way of clustering, socializing and opening up .