在媒体融合大背景下,融媒体产品的品类创新层出不穷。基于对不同级别、不同类型的融媒体团队的访谈与调研,本报告提出三种融合类型:“产品融合”、“流程融合”和“市场融合”。“产品融合”旨在关注新闻生产环节的内容融合;“流程融合”是新闻生产、推广和市场环节的全流程融合;“市场融合”关注的是内容生产和经营环节的跨领域融合。通过对融媒体作品以及媒体机构生产实践的分析,本报告从内容的生产、推广以及运营三个环节探讨了媒体融合的发展趋势及创新路径,以期为融媒体团队的管理和创新带来启发。
<<Products in Media Convergence gradually have become abundant in recent years. Based on the researches and interviews done on the various levels of teams working on the phenomenon,this report differentiates between three types of convergence:Convergence by Products,Convergence by Process,and Convergence by Targets. The First refers to the convergence of the content produced. The second refers to the convergence of the process including production,promotion and market interaction. The last one focus on the convergence between the cross-platform merging of news production and management. Through the analysis on both the works of Media Convergence and the practice of the Agencies in question,this report discusses the trend of Media Convergence through production,promotion and management,to vide some guidance and insight for future team management and innovation.
<<Keywords: | News ProductionConvergence MediaConvergence of ProductionConvergence of Technological ProcessConvergence of Marketplace |