In the social age, what is the need for media to exist
In the past, it was a hypocritical proposition, which today seems to be running in a more horrific direction。
We have over 600 million internet users, including 500 million mobile phone users. The rapid growth of new internet media, such as microblogging, twitter and mobile clients, has significantly changed not only the way news is disseminated and produced, but also the media landscape。
But the real subversion of the media is not socialization or movement, but the media itself. The future of traditional media will be a watershed in the face of a change in the media environment, the choice between inaction and rapid transformation。
Users' access to information has diversified and the trend towards multimedia integration has resulted inMedia integrationSuch a trend. Is it an opportunity or a challenge to integrate media transformation into the traditional media at the centre of change
One media transition is the hardest thing about identity
There is a prophecy in the american book the missing paper that, in the light of current developments, the last reader on the planet will read the last newspaper, which will take place in april 2040. Of course, any prophecy has only the value of reference. But the globalization and decline of traditional media, represented by the print media, is an indisputable fact。
On the contrary, the rapid rise of new media. While audiences in the new media environment are generally interested in accessing information in real time from diverse channels, the new media, represented by the internet, can essentially meet the full, steady and 24-hour information needs of the audience and reach the widest audience. Mobile socialization and the creation of self-messaging media, and even smaller individuals, are branded self-media, turning each of us into media。
But we must also acknowledge that traditional media and the emerging media are “shorter and better” and that they are not necessarily “longer”. New and old integration is not a future trend for the media, and this has given rise to a convergence of media direction。
In fact, the integration of the media is not a simple exercise, but is also one of the forms of industrial integration. The growth of traditional media, with the involvement of new technologies, has been accompanied by the emergence of new media, which interact with old and new media, are colliding and eventually become integrated。
A typical case of media inclusion occurred at the tampa information centre in florida, united states. The centre is made up of the tampa tribune, tampa television 8 and www. Tbo. Com news sites, which belong to media general and operate on the same platform in the same writing building with separate personnel, office areas and operating mechanisms, but share resources. In this way, information can maximize value in the same command centre。
In the country, the daily light is also an active actor in media transformation. In september of this year, the editor-in-chief of the daily light newspaper, ho dongping, presented the idea of the daily newspaper in the construction of an integrated media development project, saying that on the road to media development, “don't ask what the internet can do, what it can't do for a while, and that's where we are going”
Over the past year, the construction of the daily light media has yielded good results, including a range of innovative products, such as the “mounty cloud 3. 0 edition”. The deputy editor-in-chief of the daily light newspaper, the director of the media centre, rudd, stated that the greatest difficulty in integrating the media is the process of traditional media's recognition of the value of new media. Media integration provides an opportunity to create new products that combine the value of traditional media with the quality of new media, making the product distribution patterns of media integration more influential than those of the traditional media。
Technology 2 will determine the success or failure of the future transformation of the media
I found that the daily light has chosen a number of technology companies to work together in the transition to an integrated media. For example, the lightnet and the consortium are interested in signing strategic cooperation agreements to establish a comprehensive partnership for the construction of the idc hangar centre, public/private cloud/mixed cloud support services and to jointly advance the construction of the light media cloud platform。
What's the point in this
First, an analysis of the challenges posed by integrating media transformation into traditional media。
First, media transformation, from the point of view of platform integration, involves the establishment of tripartite cross-platform services through three networks, which requires a rigorous set of rules to reconcile the interests of the three parties。
Second, media integration, at the bottom, is technology integration. This requires cloud computing techniques and new forms of it architecture to meet expanding user needs. Technical support across platforms is also critical。
Third, new security issues will be magnified as the media become widely used in technology and the internet. In particular, three-net integration is the gradual convergence of functions between telecommunications networks, the internet and computer networks in their interactions, and security will be a major challenge in the future。
Fourth, the development of the industrial chain of media integration needs to mature. As an important anchor for the development of new media, content is essential for the integrity and development of the industrial chain。
From these perspectives, integrating media transformation will be the first technological challenge. The transformation of the media is more like a re-establishment of the internet as a sub-traditional medium. The value of technological capabilities, especially the use of cloud computing and big data, for media integration through internet forms, is the greatest challenge in integrating media transformation。
In short, technical capacity is the key to future success or failure on the road to media transformation. So the lightnet has chosen many excellent technical partners on the road to media transformation to support its own technological architecture。
For example, the light media cloud platform, which is one of the key products of the daily light media, works to create high-performance cloud platforms that are open to the media industry and that are safe and reliable. It is hoped that a comprehensive partnership will be established with the shining network in media cloud programme design, equipment procurement and industry promotion to provide technical support for the integrated development of the media industry。
In the future, there will be an increasing number of traditional media groups, such as the lightnet, that are transforming media technology, and they will face similar challenges. The shining network and the association may provide a source of inspiration for the entire industry, where the media can focus on content in the process of media transformation, while technology is handed over to the most appropriate technical partners, the most direct and effective way of transition。
