Integration and new media is the only way of radio and television media development（集成和新媒体广播和电视媒体发展的唯一途径）.doc

1Integration and new media is the only way of radio and television media developmentAbstract: The unstoppable rise of the new media, which greatly affect the pattern of the current media market. Grasp the new media law, innovation and information dissemination way, fast and efficient fusion is the most important of the survival and development of the future of traditional media and new media propagation of new media, radio and television media and new media integration, the preliminary attempts aspects of the radio and television media to explore the way out of a combination of traditional and new media. Keywords: new media; interactive mobile; digitization; microblogging A new media law (A) What is the new media In the process of the development of new media, at least three ways to understand the main tendencies of the new media. First time latitude understand new media new media is always a relative concept, is an evolving concept. Relative to the newspapers, broadcast new 2media; relative to the radio, television new media; relative to the newspapers, radio and TV, websites, mobile phones and other new media; Another popular definition is from the point of view of the spread of technology, new media definition that new media is the use of digital technology, network technology, information and entertainment services through the Internet, broadband LAN, wireless communication network, and satellite channels, as well as computers, mobile phones, digital TV terminal, to provide users with the spread of the form of new media information the close integration of technology and media products, media dissemination of market development trends and direction. The final definition of new media, new media specific characteristics of starting to define, that the “new media” is “digitized interactive new media” of the popular saying, “digital”, “interactive sex” new media fundamental characteristics has integrated this view, that from a technical point of view, the “new media” are digital; propagation characteristics, “new media” has a high degree of interactivity. Although the different definitions people to 3understand the problem from different angles as defects and deficiencies, but on behalf of the people of deepening understanding of the new media, is a product of the people at different stages of development of the new media awareness level. (B) The three stages of media development The development of the media has gone through three stages: the elite media, the mass media and personal media. These three stages represent spread the development of the agricultural age, the industrial age and the information age. The elite media age, the information produced by a small number of people, a small number of people spending; era of mass media, information produced by a small number of people, the majority of human consumption; personal media era, information production by the majority of people, the majority of human consumption, production and consumption blurred the boundaries between personal media entirely individual game between personal and social, is real P2P (Peer-to-Peer) mode of transmission. individual new media has moved from the edge to the mainstream in 4the high-speed development of the Internet, the propagation characteristics of the new media is all to all to spread new media, said the media is personal, transmitted from individual to personal until. (C) microblogging new media for most of the next few years to force Microblogging immediacy, interactivity, openness, and low-cost content production and mode of transmission, allows everyone to play to the characteristics of the new media, the creation and dissemination, concern the basis of demand and making friends, respect and satisfaction of human and spiritual needs of a message through the microblogging may be rapidly infinite zoom, to achieve the fastest, the most widely spread, microblogging is that everyone can participate in the socialized and low-cost new media, microblogging most of the next few years to force new media. Broadcast media must be combined with the new media can revitalize The envy of new media to traditional media, said, “you have the brand, authoritative news interview right 5information about the right to publish, the traditional media is unable to withstand the temptation of the new media, said,” You have a mechanism for users, income, We see such a phenomenon: various Internet companies, including even the telecom operators in the business continue to digest media properties, and on the other hand, the traditional media have transition, wants to borrow the Internet technology to shine with new vitality. The media began moving toward integration, this trend is unstoppable. But anyway, both traditional media and new media, we should stick to the reason we value - a successful media mission, its value is to continue to promote human development and social progress, and the pursuit of news and information。