| Emerging media such as internet videos are experiencing the most rapid developments in last years, leading to the greatest challenges faced by radio and television both in ratings and industry future in the Chinese media market. The only way to survive in the new media ecology is to converge with new media industry. The recent developments and practices of nationwide broadcast and television industry indicate that the major television media in China have already realized the importance of converged TV media which brings lots of advantages. The Chinese converged TV media, which is led by television, is a new kind of convergent medium based on modern internet and telecom technologies. With license application, content selling and distribution integration, such media convergence will take advantages of both traditional and new media and lead to the increasing competitiveness and maximize the communication effects of television. Guangdong has the most open and special television market in China. making it possible for local TV media to undertake the revolution of converged TV media. which has Southern Media Corporation (SMC) as a typical example. The experience of SMC is very valuable for other television groups in the transformation of converged TV media. This thesis will take the development of converged TV media in SMC as an instance. analyze the initiative and passive factors as well as concluding that converged TV media will be ultimate consequence of TV development. By taking the five advantages including contents, technologies, funds, licenses and regions, SMC makes a solid foundation of converged TV media that have complete industry sectors, well developments, full licenses as well as various equipments. Comparing with international developments, however, the converged TV media in Guangdong still have lots of problems and lacks which are caused by underdevelopment of operating theories, systems and strategic plans as well as the lack of supporting funds. In this thesis, we believe that in order to realize the transformation of converged TV media brought by the challenges of emerging media. SMC has to emphasize on the creation and changes of ideas, theories, management systems, content production and distribution, as well as technologies upgrade and industry developments so as to adapt to the demands from the future of converged TV media by taking transformation as the key method. |
