The Study Of View Of Media Convergence On The Development Strategies Of Chinese Film Industry

With digital technology and media technology developing, the limits of TV network, internet and mobile communication network become indefinite gradualy,and "media convergence" is a hot topic of scholars in media circle recently. Administrative levels of media convergence is made up of interaction and integration and convergence. Forms of media convergence include technology,terminal,content,industry and culture.Montage of film's sound record, telecine and network film have appeared when film has integrated into other medium bit by bit.All of communication forms of film are not communication form,and have given appreciation of the beauty to audience in aesthetics. New shapes of film art is due to forms of film communication ,otherwise they have not occurred.The research of Chinese film communication starts to develop later,and concentrates on history of Chinese film communication,forms of Chinese film communication and chinese film going across the world.To confront with media convergence, Chinese scholar has made very less study of how to develop film in china.When media convergence becomes more and more widespread, production,sale and show of film in china has varied to past.So,communicator,terminal and market also have new distinguishing features since past.Content industry will be a independent industry that is consist of different content production drived from distinct medium and will have stand unified and immense. Film industry in china may utilize copyright exchange and exploit content resources to output what is seen and heard for audience confronted to different medium. Sale of film by intertnet will has been a new medium of communication,but it also has run into much trouble from now.In environment of media convergence,the content superiority of cummunication will has surpassed the channel of communication weighly.The medium that are charge of providing and integral packaging of content will get an advantageous location in market competiton while the transmission of content will no longer be important from past and the control of it will also be released. Management of media integration will become an trend of media convergence.Structural reforms of media integration,resource integration,seize the core of media industry and technology and race to control of the peak in competition of media market must be taken.As a content industry,film industry must exploit traditional culture resource to satisfy various audience before different medium that like varied culture.To bring content superiority into full play,film industry must take original thinking of content resource and property exchanging of it,which is a very important segment of exploiting content resource. Molding brand of film in environment of media convergence must enhance quality of content,and utilizing brand influence may extend brand value and broaden market space. In media convergence era, new industry increasing space such as, cinema line of internet bar,video website and implanted advertisement,will get Chinese film industry moving on a fast traffic lane so as to develop advantage of film industry.