| The author tries to analyze how traditional media transformation through micro-film marketing in this new media era in Macao. This thesis aims to explore how to break through the bottleneck for development in traditional media especially in TV industry. The author hold the faith that establishment of an effective brand promotion mechanism, in order to which will give full play to the traditional media as a mass communication tool of the entertaining function. The author believe that with the improvement of the economic development and the network platform of the system, pay per view will become represent a general trend. The prospect of such a micro-film production company must be established as soon as possible. Therefore, setting the enterprise brand, completing the network audience market survey, exploring the laws of the market, and making micro-film a high level of quality would be responding measures. At the same time, as the micro movie broadcast is a potential market for micro-film industry, the traditional TV media should pay attention to the construction of information platform, and strive to do three-net-fusion technology readiness. Combined with the "micro era" mission, traditional media especially the TV industry, must fulfill a new round of structure transformation. |
