Development Prospects Of Broadcasters Digital Media Assets In The New Media Environment

The purpose of managing digital media asset is to plan the digital asset as a whole, so that the interests of digital media assets would be maximized. As China’s radio & television business is developing rapidly, their awareness of digital media assets is also increasing. Especially in the new media environment, how to manage the existing advantages of resources then making some innovation, to make the digital media assets more adapted to future trends, which are particularly important.This paper is providing an angle combining of theoretical and empirical research, and draws on the research of existing theory and practical experience. To the knowledge in the field which had been formed, it also provides summarizing and studying. By gathering all kinds of data, the article shows the current status of development of HBTV’s digital media asset management. By rational analysis, and comparing with some other similar media organizations, focusing on digital media assets from the perspective of content as a starting point, the paper introduces the example HBTV’s digital media asset management system, discussing the development prospects of broadcasters digital media assets in the new media environment.Based on the results, the production of a range of digital media, radio and television media assets, application efficiency, supporting environment, do have some shortcomings. However, for producing the daily TV program, and dealing with the impact of new media, digital media assets has a considerable advantage. All above, the management system of radio and television media’s digital media asset has a good and prospective potential of development. They could expand towards the all-media business, or big data system structures as the direction of improvement. However, in the construction of digital media asset management system, we still need to explore the various radio and television media assets with the characteristics of digital media production, launched to the new environment, user-oriented services, which can enable the radio & television media to enjoy digital media assets brought dividends. These services include a short video service, context service, etc.