Media Convergence and the Development Strategies of Radio and Television in China

This book explores the development strategies of Chinese media convergence in the fast-changing communication environment,based on theoretical and empirical data and case studies of selected Chinese radio and TV networks. It offers insights into talent management,advertisement,media organization management,business development,and coping strategies,and provides a framework for considering communication strategies for media convergence in China.

Format: Paperback / softback
Length: 166 pages
Publication date: 02 December 2021
Publisher: Springer Verlag, Singapore

This book delves into the intricate realm of Chinese media convergence, exploring the dynamic strategies employed by media outlets in the rapidly evolving communication landscape. Drawing upon a wealth of theoretical and empirical data, along with firsthand observations, focus groups, and in-depth analyses of select Chinese radio and television networks, the author presents a comprehensive examination of key lessons for the maintenance and future enhancement of talent, advertising, media organization management, business development, and coping strategies. Moreover, the book offers a framework that assists readers in considering how to employ communication strategies to construct media convergence within the unique context of China, drawing upon theories of international communication and political communication. By undertaking a systematic study of the processes through which the Chinese radio and television industries harness effective communication strategies, this book provides valuable insights into their ability to exert a profound global influence.

Introduction:
In the ever-changing media landscape, China has emerged as a global powerhouse, with its media industry undergoing a remarkable transformation. The convergence of traditional media platforms with digital technologies has led to the creation of a new media ecosystem, where content is disseminated across multiple channels and platforms. This convergence has not only reshaped the way people consume media but also had a profound impact on the development strategies of Chinese media outlets.

Theoretical Framework:
To understand the development strategies of Chinese media convergence, it is essential to consider the theoretical framework that underpins it. The book adopts a multidisciplinary approach, drawing upon insights from communication studies, media studies, and international relations. It explores the interplay between cultural, political, and economic factors that shape the media landscape in China and their implications for media convergence.

Empirical Data:
The book is grounded in extensive empirical research, which includes surveys, interviews, and case studies of leading Chinese media outlets. The data collected provides a rich understanding of the challenges and opportunities faced by Chinese media organizations in their pursuit of convergence. The author analyzes the strategies employed by these organizations, including content production, distribution, marketing, and audience engagement, to achieve their desired outcomes.

Key Lessons:
Through its analysis, the book identifies several key lessons for the maintenance and future improvement of talents, advertising, media organization management, business development, and coping strategies in the Chinese media industry. These lessons include the importance of innovation, adaptability, and collaboration in a rapidly changing environment; the need to prioritize audience engagement and create personalized content; the significance of building strong relationships with stakeholders; and the importance of developing effective communication strategies to navigate the complex regulatory landscape.

Framework for Media Convergence:
In addition to offering insights into the development strategies of Chinese media convergence, the book provides a framework that helps readers consider how to use communication strategies for the construction of media convergence in the context of China. The framework is based on the principles of international communication and political communication and takes into account the unique cultural, political, and economic factors that shape the media landscape in China.

Conclusion:
In conclusion, this book offers a comprehensive and insightful examination of the development strategies of Chinese media convergence. By drawing upon a wealth of theoretical and empirical data, along with firsthand observations, focus groups, and in-depth analyses, the author provides valuable insights into the challenges and opportunities faced by Chinese media organizations in their pursuit of convergence. The book's framework for media convergence offers a valuable tool for readers interested in understanding how to use communication strategies to construct media convergence in the context of China.

Weight: 279g
Dimension: 235 x 155 (mm)
ISBN-13: 9789813341517
Edition number: 1st ed. 2020