A brief discussion on the development trends of new media in China




There are more and more innovations in new media, which are ubiquitous and ubiquitous in our work and life, as if we are entering a vast jungle and feel at a loss. This article studies new advertising media from the scope of media technology and advertising communication. Based on the explanation of media-related concepts, by understanding the development status of traditional media, it analyzes the characteristics of new media in terms of form, technology, communication channels, and audiences, and Comparative analysis and description of several currently popular new media, comparative analysis of the advantages and disadvantages of old and new media, and discussion of existing problems in the development process of new media, so that everyone can understand the development trend of new media and grasp the media industry healthy development direction. Although there are a dazzling array of new media products, they are nothing more than new media and emerging media. Following these regular characteristics, I hope to lead you out of the new media jungle.



(1) What is new media?



Scholars have different opinions on the definition of new media, and there is no authoritative definition in the industry. The general understanding is that new media can be divided into broad and narrow senses. New media in the broad sense includes new media and emerging media, while new media in the narrow sense only refers to emerging media.



The so-called new media generally refers to media that apply digital technology and transform or update traditional media. There is no essential difference in concepts and applications between new media and traditional media. With the emergence and application of new technologies, new media will continue to emerge. Cable digital TV, wireless mobile TV, outdoor new media, etc. are all new media.



The so-called emerging media refers to media that have made a qualitative leap in communication concepts, communication technologies, communication methods, and consumption methods. Emerging media are innovative media in the sense that they correspond to traditional media. They will not appear continuously, let alone in large numbers.



Traditional newspapers using paper as the medium, radio using radio waves as the medium, and television based on television image communication as the medium are widely recognized as the first media, the second media and the third media. The online media that uses Internet technology as a medium and only started to develop in our country in the 1990s, as well as the mobile phone media that uses mobile phones as audio-visual terminals and mobile Internet access as a platform for personalized information dissemination, are also widely recognized by the industry as the fourth media and media. Fifth Media. Both Fourth Media and Fifth Media are emerging media.



The “new media” discussed in this article includes new media and newThere are two types of emerging media.



(2) Analysis of characteristics of new media



Looking at the dazzling array of new media that are emerging one after another, based on the analysis of their form, communication, marketing and service characteristics, the common features of new media are as follows:



1. Diversification of new media forms



The radiating influence of new media has covered almost all aspects of people’s lives and work. It comes in many forms, including mobile media, digital TV, mobile TV, broadband TV IPTV, animation, online games, blogs, outdoor new media, etc. With the innovative application of new technologies and the creative development of advertisers, new media product forms will continue to emerge and develop.



2. Focus on new media communication



The biggest difference between new media and traditional media lies in the change in communication status: from one-to-multipoint to multi-point to multipoint. Jiang Nanchun, CEO of Focus Media: “Focus means differentiating audiences.” Economic development has led to the extreme expansion of information, and the form of advertising communication has shifted from the "mass communication" of traditional media to the "focused communication" of new media. Focused advertising communication is to reduce ineffective advertising, reduce media delivery costs, and increase advertising effectiveness.



3. Precision of new media marketing



The purpose of new media communication is to "focus" the audience and achieve "precision" in marketing. Every new advertising media has its own characteristics, including its own unique audience. As long as the advertiser's marketing target audience matches the new media's audience, true marketing precision can be achieved. "Narrow Advertising", a subsidiary of Beijing Tianxia Internet Technology Group, has created a new model of online advertising and is a model of precision marketing in new media. Narrow advertising means "narrow advertising" and "professional advertising". It charges according to the actual click effect, and there is no charge for no clicks. This allows online advertising to directly "hit" the target customer group, and advertisers can be more precise, lower costs, Advertise more efficiently.



4. Personalization of new media services



New media can truly establish a connection with the audience. It is interactive and spans time and space. It can meet the different information needs of different audiences. It can also provide audiences with tailor-made personalized services to achieve the personalization of new media services. For example, Touch Media, Mobile Broadcast, etc. can provide the audience with interactive functions such as games, stories, pictures, information, and search and download support, fully demonstrating the personalization and affinity of new media services.



5. Internationalization of the new media market



With the development of satellite TV, cable TV and Internet technology, the policy liberalization of China's media market and the operation and implementation of transnational media industries, the internationalization of information dissemination and information services has become an inevitable trend. This internationalization of demand for communication and services will naturally lead to the internationalization of the new media market. The internationalization of the new media market will make competition in the industry more brutal, and will also enable some domestic new media organizations to emerge from the competition and become industry leaders.



(3) Focus on several new media



In recent years, in addition to comprehensive research on new media in the industry, there are also some articles that have conducted detailed and unique analyzes of some specific forms of new media.



1. Mobile media creates a new era of media



Today's mobile phones are no longer simply communication tools, but also a new media platform that is developing rapidly with the rise of new media technology.

The research on mobile phone broadcasting is nothing more than the exploration of "policy support" and "operation model". Some scholars have analyzed its typical operation mode and proposed that in the mobile phone media industry chain, "content providers, mobile network operators and How terminal equipment manufacturers cooperate with each other to develop is very critical."



Other researchers have focused on the advertising interaction between mobile media and traditional media. They believe that from a technical and policy perspective, mobile media has a certain possibility of becoming a new advertising medium, and have analyzed mobile media. The form of interaction with traditional media advertising and the shortcomings in advertising interaction.



Regarding the development trend of mobile TV, some scholars believe that although enthusiastic admirers and followers of new technologies firmly believe that mobile TV is another golden egg born of new technology, mobile TV is affected by audience psychology, content and media prosperity. constraints, so "mobile TV is the mainstream imagination of auxiliary media."



Some scholars believe that "perhaps no one thinks that the number of mobile newspaper users will catch up with or exceed the number of readers of the online or printed versions of newspapers. However, mobile newspapers are indeed a 21st century way to reach people who are eager to get news and are busy traveling. provides the public with a joyful reading experience."



2. Broadband TV (IPTV), when the interaction between transmission and reception is in progress



IPTV stands for Interactive Internet Television, which generally refers to the service form of disseminating video programs through the Internet, especially broadband Internet.

Interactivity is one of the important features of IPTV. IPTV users are no longer passive recipients of information and can selectively watch program content as needed.



The rapid development of online television has also exposed some institutional shortcomings. Industry insiders pointed out that "online TV is not only a feast for telecom operators, but also a huge market opportunity for program producers." However, "in the field of new media industry, radio and television no longer enjoy the original policies To protect and market monopoly advantages, corporate institutional arrangements that are in line with the market are crucial."



Digital interactive TV is a new type of TV media that combines the traditional advantages of TV transmission of film and television programs with the advantages of network interactive communication. Its development has brought innovation to the way of TV communication. Some scholars pointed out that digital interactive TV "subverts the 'audience' positioning of TV viewers and the 'communicator' positioning of TV media." "The interactive communication of digital interactive TV makes the position between the communicator and the receiver no longer fixed. or pre-specified, but constantly shared and mobile." The development of digital interactive TV has also shifted the focus of "mass communication research" to "information users."



3. Digital TV, the industry chain is expected to grow



As one of the new media, digital TV is also attracting people's attention. The State Administration of Radio, Film and Television officially designated 2004 as the "Year of Digital TV" and plans to achieve the goal of 30 million users in 2005. Research on digital TV in 2005 still focused on calling for accelerating and improving the formulation of radio and television policies to facilitate the growth of the digital TV industry chain. Someone pointed out, “It is foreseeable that the rapid growth of digital TV users will promote the rapid development of the media industry value chain. Although it will still take a period of cultivation to achieve profitability in the market sense, as a reflection of the role of the government, the liberalization of media industry policies The promotion of open and digital TV industry policies has pointed out the development path for media companies and provided a new development platform."





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