Triple Play And The Construction Of Media Advertising Platform

Development of digital technology has brought significantchanges for many industries, especially the media industry. In January2010, the State Council issued a formal document, announcing toaccelerate the process of “Network convergence”(the integration oftelecommunications networks, cable TV networks and the internet).Media environment will be changed deeply by implementation of thispolicy.From the technical point of view, the implementation of Networkconvergence breaks the barriers between different areas, As a result allof the information is able to spread on different platforms by unifying itwith technical standards, and meanwhile redundant construction andwasting of resource can be avoided. In media field, theimplementation of Network convergence means to establish unified atechnical standard platform, so as to make information more easy tospread between kinds of inter-medium by formatting it into standarddigital code. This makes the border between different media legible, sothat the information could penetrate into them and whole mediaenvironment will float up onto the surface. On the basic platform whichNetwork convergence committed to creating, it is possible to make useof more inter-mediums to transmit information expeditiously.Based on the current situation of media environment and theNetwork convergence process, this paper is going to propose aconcept of a full media advertising platform, to explore theestablishment of this platform, to analyze the impact to advertisingindustry under the background of whole media environment, especiallyimpact to the operations of advertising. The impact to the advertisingoperations is including three aspects: the relationships betweenadvertising operation, the operation process and its kernel, the delivery and contact management. And then this paper is going to explore thetrend of advertising operations in the long-term run of Networkconvergence practice。...