Integration development new media traditional media


With the rapid development of digital technology, new media is gradually replacing traditional media to occupy the position of the main part of our vision, the rise and development of new media makes the radio and television and other mainstream media are being challenged. Because the new media are marked by means of transmission and reception terminals diversification, in which the audio and video transmission and receiving offers more choices (Mohan J. Dutta-Bergman, 2004). The rapid development of digital technology promotes the upgrading of the radio and television broadcasting and technological transformation, and has brought unprecedented challenges and developing opportunities for radio and television. This report tries to cut into new media at an alarming rate, open and interactive communication features and characteristics, to explore the need for integration of new media and traditional media, and to propose several models of integration of the establishment of new media and traditional media.

Introduction and propagation features of new media

News media is a relative concept, is targeted at the previously generated by other media purposes. However, the new media is not relatively unlimited, and there is no way to explain the concept, in a certain period of time it should be relatively stable, while in the corresponding era has created new media. Therefore, we have a relatively narrow interpretation of the concept to today's new media can be said that the new media is actually the "Point-to-Multipoint" spread of electronic media group, is to rely on computer information processing technology and is based on the emergence of new media forms of the wireless communications technology and network technology revolution (Ronald E. Rich, 1992). Such as the Internet media, mobile media, mobile media and other digital signal transmission medium, etc..

Propagation features of new media can be analyzed from the four aspects of information sender, carriers, content and audience.

The information sender

The information senders of the new media include telecommunications network operators, information service providers and content providers, and information end-user categories (Jan van Dijk, 2006). Among them, the front two are the main information senders and live in the active status of information flow; information end-users are the main consumers of information flow, although they have some feedback information, do not hold the initiative remain at a relatively low potential information flow bit. The audio and video contents of Internet TV and digital television are stored in a computer database of information carriers, which is a huge-capacity disk array, the user through the web interface search, click on access to the database, access and consume the required information. In the process of selection and consumption of audio and video contents, the user can express their minds at any time, and exchange information and put forward the demand with information on online customer service operators, other online users. Similarly, the telephone operators, broadcast and mobile media are also stored a large number of potential consumer information in its database for users to search, select the consumer (Althaus S. L.;Tewksbury D., 2000). Of course, it also can through voice, messaging and other forms to feedback. In short, in the new media, the information senders are three types of professional institutions of the major telecommunications carriers, digital TV network operators and value-added information service provider.

The information recipient

Huge potential number

Information recipient of the new media is the audience, including the network television, digital television, telephone broadcast, mobile media users, the total number is large, rated as present a splendid sight. The International Telecommunication Union published "the birth of broadband," the report shows that one-tenth of the world's Internet users are broadband subscribers. Countries around the world have been developed to promote analog TV to digital TV as a whole translation of the development plan, and the global digital TV market has shown a steady growth. One billion television viewers are worldwide, 14 million TV sets (Henry Jenkins, 2006). In theory, TV and communications networks users are potential users of new media, from the potential number of users point of view, new media is far more than traditional media.

Status of various

A large user base of new media determines the all-inclusive identity. In all walks of life, no matter what the identity of people can become the new media audiences and new media can easily find their place, find what they want.

High degree of freedom

Traditional media is "leading the audience-type" and the new media is "audience-oriented". In the new media, the audiences have a greater right to choose, the new media are free to read, change the audiences.

The information carrier

The capacity is unlimited

New media communication networks do not have time and space constraints. Factors that limit the capacity of new media are just the computer's storage space and network bandwidth, both of which are easy to expand million times. In theory, as long as the calculation conditions are met, a new media center can meet the world's information and storage needs.

The form is rich

New media has various forms, and the process of the performance of the various forms is relatively abundant; "Multi-media" makes the new media can melt the text, radio, pictures into one.

The information content


As the user-generated content of the new media has quite a lot of ingredients, so it seems there is no rule of content distribution. For most traditional media, the content of communication is time to set, so television and radio programs have been known as the program, a program can be set in advance, but the new media is not.


Dissemination of the contents of the new media is just a look of the contents of the pile together in a piecemeal manner, but has not been effectively integrated. The contents of fragmentation are caused due to the decentralization, and the so-called "subversion" of new media to traditional media, is referring to this.


A blog is the most prominent example of this. A written template providing blog stand programs, due to open its code structure makes tens of thousands of countless web templates available (Thomas J. Johnson and Barbara K. Kaye, 2004). Thus, each blog are obviously different, if the blog has own development capacity, then there is the template, it can also create the world that only he / she has one template.

Need for integration of new media and traditional media

In the mid-90s, 20th century, since the emergence of the network opened the prelude to the new media century, mankind began earth-shaking changes, this is a media revolution, it is to subvert the traditional lifestyle media as well as the general public, the new media are to change the public space, rhythm and attitude. For the Internet, according to survey by Com Score World's, by the end of 2008, the global number of adult Internet users reached 1.35 billion[1]. China Internet Network Information Center (CNNIC) released in this year, "22nd China Internet Development Statistics Report". The report showed that, as at the end of June 2008, China's Internet users reached 253 million. Furthermore, according to CNNIC statistics show that China's broadband Internet users are in the proportion of 84.7%, the number of broadband users has reached 214 million, the scale of the world broadband Internet users is the first[2]. For mobile phones, according to research firm Strategy Analytics recently released a survey report: By the end of 2007, the global mobile phone subscribers reached more than 2.5 billion, an increase of 20%[3]. In the Texas, the United States, IMS Research issued a "comprehensive analysis of the global mobile TV market report" also pointed out: In the impetus of DVB-H technologies, by 2011, mobile digital TV market growth will exceed 50% per year. By 2011, mobile TV users will reach 500 million. For the Chinese market, market research firm IMS Research released data show that: at the end of 2008 China's mobile TV market will be over 6 billion yuan. It is predicted that 3G licenses continue to be paid along with China's streaming media-based mobile TV market which is entering a phase of rapid development, projected to the user market in 2010 will reach 7.45 million. Thus based on wireless digital broadcasting handheld TV users in China will achieve rapid growth and it is expected in 2010 will reach 22.19 million[4]. From the above data we can see that the new media both in the number of users or technical means, are trying to predict the rapid momentum of a non-occupied areas of the traditional media.

As scientific and technological revolution promotes the future, the media scientific and technological revolution has created an enormous role in promoting the changes in the media industry and technology changed the course of human history. Meaningful information as innovative technological inventions come - papermaking, printing, radio broadcasting to promote human civilization, as advances in the change of information technology and media is the most revolutionary force to change the world. By the technological revolution and technological innovation-driven development is irresistible, with the attendant will also have backward technologies and modes of transmission have been eliminated. As Negroponte (1995) in "Being Digital" stated, "When one by one industry, football mirror ask you, 'I in the digital world, there is no future' when, in fact, they depend on the future of 100% of their products or services can converted to digital form." Demand to decide the supply, is in line with the advanced needs of the community media in order to survive in the future society and development. Content is king in the dissemination of information, the traditional media is still the mainstream for some time which is difficult to be replaced. After all, the advantage of content in a short time is unshakable, but the audience for traditional media, trust in the quality of information of television, radio, newspapers are the long-term root causes of popular favor. Therefore, the new media development must be founded on traditional media based on inheritance. For a media, only popularity can produce mainstream, the media most people can accept can be known as the community's primary media. Therefore, the integration of media development of the traditional media and new media is a general direction for the development of the media. Traditional media in content production, brand communications have unique advantages, new media with advantages of technologies and channels have begun to have a certain position. In the new competitive environment, the relationship between the two is interdependent and complementary.

Development model of integration of broadcasting and new media

Currently, the new media and traditional media have spent a great deal of attention to building the content and channels in a new and old areas, but by "a wooden barrel in the shortest possible" theory constraints, it may not be able to achieve better performance in the two areas, the relationship between new media and traditional media is a complementary, the future of media convergence between the two should be combined (Gunther Kress, 2003). The development of new radio and television broadcast media can be an active and leading new media to actively support the communication style of the new media. The integrating ways between the two are diverse, and it is believed that there are basically three ways.

First, launch new media business of Internet radio and network television. Radio and TV stations to run its own Web site are an important way for the traditional media to enter new areas (John Vernon Pavlik, 2001). Its real significance lies in: First, use Internet technology to build a new communication platform, a portion of Internet users into their own audience. The development of the network lose some television audience, and now TV network will also be making some netizens do return, be developed, thus extending the effective coverage. Second, in the media unit for the same integration and sharing of resources, through interactive and multimedia stations and networks business processes, so that the content of radio and television resources are adequate, the use of compound, resulting in greater economic benefits, self-management on the site, such as the Galaxy Internet radio stations operated by Central People's Broadcasting Station, the international line organized by China Radio International, the China Central Television sponsored by CCTV. Galaxy Network has a 10 million page views daily, routine interactions crowd have 1900 people; International Online in 43 languages broadcast to the world, becoming an important channel for China's foreign propaganda; China Central Television on CCTV's 12 sets of programs achieved an online synchronization live, and 400 achieved the main content column graphic video uploads, providing live, on-demand, download, search and other services, will result in collection fight news, information, entertainment and service as one that has an integrated audio-visual interactive features wide network of new media.

Second, an active and leading in mobile multimedia broadcasting service. The advantages of mobile multimedia broadcasting, first, is by the use of digital transmission technology, the use of radio channels, can invest in savings, and can provide high-quality TV signals. Second, the cost is relatively inexpensive, suitable for mass consumption. Third, the acceptance terminal is manifold, including mobile phones, digital cameras, MP3, MP4, Pocket PC, notebook, portable 7-inch below the small screen of mobile terminals, etc., can be watched anytime, anywhere. Fourth, by the use of the wireless communication network can be run for the high-end mobile TV service groups, providing point to point, personalized interactive services. Multimedia broadcasting is a joint multi-medium, due to a variety of media have their own characteristics and advantages, and it might be better to complement a variety of media to achieve powerful combination. Domestic radio ratings, television ratings, Internet access traffic 24 hours a day at different time periods reflect the different flow changes. The three peak hours (07:00, 15:00 and 21:00) staggered appear entirely rational combination can achieve complementarity.

Thirdly, give play to the resources advantages of the content of radio and television, and conduct business with communication networks, primarily IP TV and mobile TV. IP TV can provide much richer content than the traditional TV, more professional, personalized, inert-oriented services, in high-end users have a larger market and growth potential. At present the State Administration of Radio has issued four start-up IP television operating licenses to CCTV, Shanghai Media Group, Guangdong Southern groups and Zhejiang Radio and Television. In addition, the combination of television and cell phone with the network even more to fill the emerging gap can be effectively broken down audience, get a higher return. As the technology continues to evolve and continue to lower the cost, in the new business model, mobile TV may bring superior than a single media flow and profit growth. Mobile TV slows progress in the development of the past two years, mainly because the image quality is not high and the cost is too high again. But for China's 600 million mobile TV users, the market demand is very large, the prospects for mobile TV is very impressive.


The development of new media, regardless of what kind of ways and means have to be turned into a digital-based, the cooperation of different media, integration as preconditions. The combination of wide power grid, telecommunications networks and the Internet is inevitable. But the present policy, institutional barriers are still the main obstacles for cross-sectoral, cross-regional operations. Radio and television media itself is basically the public interest, non-corporate in nature, and it is currently working with other media to achieve deeper integration remains difficult. Of course, media convergence is not meant to replace, but rather play their respective advantages in the Internet and under the premise of fair competition for the interaction, mutual complementarity and coexistence and win-win. Because new media is based on digitization, radio and television are now also under digital transformation, and thus have a common technical basis, so as the network technology, scientific and technological progress will inevitably drive the media system of innovation and the continuous adjustment of policies the traditional media and new media, the depth of integration will become a trend.


  • Althaus S. L.;Tewksbury D., 2000, Patterns of Internet and Traditional News Media Use in a Networked Community, Political Communication, Vol.17,No.1, p. 21-45(25)
  • Gunther Kress, 2003, Literacy in the New Media Age, Taylor & Francis e-Library.
  • Henry Jenkins, 2006, Convergence culture: where old and new media collide, New York University Press
  • INTERNET USAGE STATISTICS, 2009, The Internet Big Picture World Internet Users and Population Stats.
  • Jan van Dijk, 2006, The network society: social aspects of new media, first edition, TJ International, Padstow Cornwall
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  • Mohan J. Dutta-Bergman, 2004, Complementarity in Consumption of News Types across Traditional and New Media, Journal of Broadcasting & Electronic Media, Vol. 48
  • Nicholas Negroponte, 1995, Being Digital, Scott London
  • Ronald E. Rich, 1992, Task Analyzability, Use of New Media, and Effectiveness: a Multi-site Exploration of Media Richness, Organization Science, Vol.3, No.4, p.475
  • Thomas J. Johnson and Barbara K. Kaye, 2004, Wag the blog: how reliance on traditional media and the internet influence credibility perceptions of weblogs among blog users, J & MC Quarterly, Vol.81, No.3, p.622-642
  1. Source: Internet World
  2. Source: Internet World
  3. Source: Internet World
  4. Source: Internet World

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