在数字化背景下,新媒体挤压了传统媒体的市场份额,为了应对这一冲击,传统媒体也在摸索着适应新传播环境的变革之路,二者间的融合与跨界成为2014年传媒发展的重要议题,也受到党和政府的高度重视。2014年,上海传媒市场的整改集中在“整合”、“转型”和“合作”这三个关键词上。本文从中选取了三个具有代表性的案例:上报集团新上马的三个新媒体项目,SMG旗下百视通与东方明珠的资产重组计划以及以蜻蜓FM为代表的新型互联网电台。通过对它们的具体分析,探查2014年上海媒体的融合情况以及传统媒体在此背景下,如何通过实现自我的开放,主动拥抱互联网,接受互联网的改造,从而进行全媒体转型,以此抓住未来,在互联网技术带来的革新浪潮中站稳脚跟。
<<In the exploration of media convergence,although media of Guangdong Province have many strategic vision,they are still in the planning stage of reform,there is a shortage of human resources,propagation matrix incomplete etc. With inertial transmission mode,traditional media in a “critical moment” fusion of innovation is not obvious which restricts the Guangdong Media Transformation. However,many of these are still typical examples of excellent,Nanfang Daily and the Southern Network create “The first Guangdong media integration platform”,Guangzhou Daily “central platform + three-dimensional propagation system”,Yangcheng Evening “micro propagation matrix”,Shenzhen Radio and Television “news production cloud platform”,Jiangmen Daily “regional cultural industry big data platform” are all very good media convergence models. Strengthening the platform construction to improve the organizational structure,paying attention to build three-dimensional communication system,which has important reference meaning to other traditional media.
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