The achievements or progress of new media research at home and abroad are also ok.

The survival foundation of TV stations depends on advertising (a popular saying in the industry: guidance is the lifeline and advertising is the survival line), and the quality of advertising management depends on the coverage and ratings of TV programs. For this reason, TV people have been making unremitting efforts to improve these two parameters for a long time. However, it has recently been found that these two parameters of TV stations are being impacted. Although TV people work hard, the audience of TV stations is increasingly divided, the program ratings are declining, and the advertising share is also decreasing. What is the reason? In our industry, some people think that this is caused by the "double regulations" of the TV media itself. The so-called "double regulations" is the way to watch at a specified time and place. People who study the development of media believe that it is caused by the "two terms" of a new media. The so-called "two periods" is the way to watch anytime and anywhere. And I think the real reason should be both. On the one hand, the "double regulations" viewing mode of traditional TV media limits the audience's right to choose programs freely, on the other hand, the "two semesters" viewing mode of new media satisfies the audience's desire to choose programs freely. It can be seen that it is the emergence of this new media that conforms to the change of urban life form and caters to the audience's demand for media, thus diverting the audience of traditional media, causing the ratings of TV programs to decline, attracting advertisers at the same time, resulting in a decrease in the share of advertisements placed on TV stations. In Nanjing, we asked some citizens who had been exposed to new media a questionnaire, "What's your impression of new media? The answer is: personality and selectivity. Nearly 65% of the respondents are willing to pay for enjoying new media. We conducted a questionnaire survey on some advertisers, and one of them said, "Next year (that is, in 2007), we should reduce the amount of TV advertisements and consider switching to new media. When asked why? The answer is: the new media has strong pertinence to users (that is, audiences) and high arrival rate. "Some advertising operators also told me," For more than ten years, the best way for enterprises to convey marketing information to consumers is to insert advertisements in TV programs. But now, the interest of enterprises in inserting advertisements in TV programs is decreasing day by day, and the effect of traditional advertisements is also declining. "According to CCTV Market Research Co., Ltd. (CTR), the advertising revenue of new media accounts for only 2% of China's advertising turnover, but the annual growth rate is 30%.

We find that today's China is performing miracles brought by new media at a faster speed. In some places, especially in the traditional TV industry in economically developed areas, the appearance of new media has issued a sigh of "wolf coming". It is pointed out that the advertising market of traditional TV is facing the threat from prosperity to decline, and new media will accelerate this transformation process.

So, what kind of communication carrier is the new media?

Before answering this question, let's look at a phenomenon: (This is an example cited by Guo Weihua in his article "New Media Research Report: Form, State and Format", which is very vivid. He said, "In Shanghai, when you go out in the morning, your mobile phone will receive some customized information, telling you what is worthy of attention today, reminding you what clothes to wear, whether to bring an umbrella, and what kind of travel mode and route to choose;

Then, on the bus, you will watch the morning TV news through the TV on the bus, and you can also see rolling advertisements, MTV and graphic information;

When you transfer to the subway, you can see teletext with weather forecast, train information, news and advertisements on the platform. In the carriage, there are video programs that combine site information and advertisements along the way;

After leaving the subway, if you need to transfer to a taxi, you may also see car videos or other types of mobile multimedia programs on the bus.

After you get off the bus, you may be playing short messages or relaying TV programs on the electronic screen at the entrance of the building.

When you enter the building, elevator entrance or elevator, you will see the closed-circuit signal provided by the building property, or play short messages, or play video programs and advertisements;

Sit down in the office and turn on the computer. When you browse the information of news websites (which may be words, pictures, sounds and images), QQ or MSN on the computer will make a "beep" sound. Someone reported that there had been an explosion somewhere in the world. You should click on several news websites at once, and put the photos or videos you took with your mobile phone in your blog for more people to see.

When you get home at night, faced with dozens of nvo on-demand programs and hundreds of digital TV channels, it is difficult for you to make a choice.

This kind of scene is described in Shanghai, and it is also happening in Nanjing. I think it will happen elsewhere soon. Here I quote the example given by Mr. Guo Weihua to give you a preliminary impression of the new media. I want to tell you that in our life today, we can see many emerging media. The "new media" mentioned here is relatively traditional media (including newspapers, magazines, radio and television. Especially TV media). Refers to the use of digital technology, network technology, through the Internet, broadband local area network, wireless communication network and satellite channels, with television, computers and mobile phones as terminals, to provide users (that is, audiences) with interactive information and entertainment services such as video, audio, voice data services and distance education, so as to obtain economic benefits. In terms of content, new media can not only spread words, but also spread sounds and images; This has something in common with traditional TV media. ) From the process point of view, new media can spread linearly through streaming media, and can also spread nonlinearly through storage and reading (which is different from traditional TV media). In this way, the original classification and definition of media by physical forms such as material, style and symbol system is no longer applicable, and the extension of the concept of "media" has been greatly expanded. According to the person in charge of the Audiovisual New Media Research Institute of the State Administration of Radio, Film and Television, "There are seven new media that have impacted the traditional radio and television media: 1 is mobile digital TV, including wireless and car-mounted; 2 is cable digital TV; 3 is IPTV, which is based on TV terminals in a narrow sense; 4. Webcast; 5 is network TV, 6 is mobile TV; 7 is the building TV. Among them, the new media that have great influence on TV advertisements mainly include network TV, mobile TV, digital TV and building TV. As a new media, generally speaking, it has two obvious characteristics: First, it can carry various forms (such as text, graphics, video, audio, etc.) that the original traditional media (here mainly refers to TV stations) can carry. ); On the other hand, it should be said that it is interactive with the audience. Either the viewing terminal is different from the traditional TV (personal computer or mobile phone), or the carrier of program dissemination is different from the traditional TV (Internet), or the form of watching programs is different from the traditional home viewing (for example, on various mobile vehicles). Judging from the actual situation in some areas, this new media is having an impact on our media environment, cultural environment and even economic and social environment. The advantages are being highlighted.

So, what are the advantages of new media? (Here are some new media to illustrate)

1, Internet TV.

What is Internet TV? It is a new TV media that provides users with a variety of interactive video program services by using cable TV network or broadband network of telecom operators. In other words, IPTV integrates Internet, multimedia, communication and other technologies, and users can use it either by installing a TV with an IP set-top box or by using a computer connected to the Internet.

The biggest advantage of network TV is:

The program exchange platform can provide interactive and personalized programs, which can give users of network TV a highly flexible time selection and content selection space. Can provide users with various forms of interactive digital media services;

2. Mobile TV.

What is mobile TV? It is a new type of TV media that uses smart phones with operating system and video function as TV program receiving terminals.

The biggest advantages of mobile TV are:

Its programs include TV, radio, web pages and games, which users can take with them and watch at any time, anywhere and at will. It is called the TV in the pocket, also known as "zero-distance intimate contact streaming media", and it is the "third" image screen after the home TV and computer.

3. Mobile TV

What is mobile TV? It is a TV that can be watched in the mobile state, and it is a new concept of information mobile outdoor digital TV media. It uses advanced digital TV technology to spread TV programs through wireless transmission and ground reception. Users can receive mobile TV pictures as clear as DVD on any mobile carrier with receiving devices such as buses, ferries and rail transit (of course, they can also receive them without moving).

The biggest advantages of mobile TV are:

Users can receive TV signals at the speed of 1.20 km per hour or even higher, with high receiving sensitivity and strong anti-interference ability, thus realizing stable images, bright colors and clear pictures.

4. Digital TV

What is digital TV? Technically speaking, digital technology is used in the whole process of TV program collection, production, editing, broadcasting, transmission and reception. Compared with the original analog TV, digital TV has a high-definition TV picture, which is comparable to DVD. It has high-quality sound effects. Due to the adoption of digital technology, the sound of digital TV is more realistic. With anti-interference function, digital TV is less interfered by other electrical appliances, so the picture is stable, and there are many extended functions, which can increase Internet access, on-demand and so on.

The biggest advantages of digital TV are:

After digitization, the network bandwidth resources occupied by TV signals are greatly reduced, and the transmission capacity of the current line is expanded from dozens to hundreds. The content of digital TV programs provided to users is more abundant. In addition, digital TV can also provide value-added services, which can be divided into more and more detailed professional channels, such as cars, real estate, MTV, sports, music, TV series and so on. On the one hand, TV "viewers" in the analog age have their own active choice in the digital age, and they can order their favorite program content instead of passively accepting it as in the past; On the other hand, because of the storage function, there is no need to "catch up" watching TV. Just like a computer, you can input text, browse the Internet, send and receive emails, do TV shopping, distance education, telemedicine, stock trading, information consultation and so on. It has changed the production, dissemination, exchange and consumption of images, words and other information, and changed the information dissemination from one-way single form to two-way diversified form, from resource monopoly to resource enjoyment.

From the above introduction, we can easily see that the advantages of new media are embodied in their interactivity and participation, especially network TV and mobile TV media, which fully mobilize the enthusiasm of the audience and realize a one-to-one communication mode, so that the audience can gain a deeper brand awareness in this interactive experience.

So, what are the common features of new media?

The biggest feature of new media represented by digital technology is to break the barriers between media and melt the boundaries between media, regions, administrative departments and even communicators and receivers. Specifically:

1. Excellent media personalization

Due to technical reasons, the media in the past were almost all popular. But new media can be aimed at more subdivided audiences and individuals. Individuals can customize the news they need through new media. That is to say, the information content combination that each new media audience finally receives can be the same or completely different. This is very different from the traditional media audience who can only passively read or watch indistinguishable content.

2. Increased the selectivity of the audience

Technically speaking, in the new media, everyone can receive information, and everyone can also act as an information publisher. Users can watch TV programs and play music at the same time, participate in the voting of programs, and retrieve information. This breaks the restriction that only news organizations can publish news and fully meets the segmentation needs of information consumers; Different from the "dominant audience" of traditional media, new media is "audience-oriented". The audience has greater choices, can read freely, and can amplify information.

Various forms of expression

The new media has various forms and forms of expression process, which can integrate words, audio and pictures, and expand the content instantly and infinitely, thus making the content a "living thing". Theoretically, as long as the computer conditions are met, a new media can meet the information storage needs of the whole world. In addition to large capacity, new media also has the characteristics of "easy retrieval": it can store content at any time, and it is very convenient to find previous content and related content.

Real-time information release

Compared with radio and television, only new media can be processed and released at any time without time constraints. New media and powerful software and web pages can easily achieve 24-hour online.

The new media is interactive, and the unique network media makes the relationship between information disseminators and recipients equal. The audience is no longer easily manipulated by the media, but can make more voices and influence the information disseminators through the interaction of new media.

Thus, the biggest essential difference between new media and traditional TV media lies in:

Different communication States: from the point-to-multipoint type of traditional media to the multipoint-to-multipoint type of new media.

The difference of dominant state: from the dominant audience of traditional media to the dominant audience of new media.

The difference of audience state: from the ordinary mass of traditional media to the segmented audience of new media.

So, what impact does the development of new media have on the traditional TV advertising industry?

After analyzing the characteristics of new media, we find that the development of new media is guided by the change of audience's lifestyle, and advertisements are embedded in people's life trajectory. This kind of media rooted in life forms and needs will have greater vitality. It will have the following effects on the traditional TV advertising industry:

The influence of new media on audience diversion

Our recent sample survey of 2000 people in Nanjing shows that 18% of the respondents watch less TV, 25% read less magazines, 1 1% listen less to radio,1%read less newspapers, and the audience of new media begins to increase. Moreover, the younger generation relies more and more on new media such as the Internet for information acquisition, and the audience of traditional media shows an obvious aging trend. The survey shows that since the 1950s, people have learned that newspapers are the mainstay of major events. From 1950s to 1970s, newspapers and broadcasts were distributed all over the world. After 1980s, TV media played a leading role. At present, news released by new media is faster and cheaper than news released by TV, which will inevitably have an impact on TV news and eventually lead to the change of audience's preference for media. The new communication state makes the "mass" of traditional media gradually become a "minority".

2. The impact of new media on advertisers

With the intensification of saturated competition in the consumer market, advertisers pay more and more attention to market segmentation and effective communication with target consumers. At the same time, advertisers pay more and more attention to the effective communication channels and arrival rate of consumers. But new media can meet the requirements of advertisers in this regard. On the one hand, it can promote the target consumers (that is, the audience) with high arrival rate; On the other hand, it can communicate and interact with consumers (viewers) in depth, such as building TV and store TV. Advertisers use consumers (audiences) in a closed special space, and there is no room for choice, which makes the information acceptance of advertisements show strong compulsion. By serving different customers, advertisers can accurately hit the desired goals. Then there is Internet TV and mobile TV. These new media can also achieve one-to-one marketing and allow advertisers to achieve effective coverage. This cost-effective advertising effect is undoubtedly very attractive to advertisers.

In the investigation in Nanjing, we found that new media has been paid more and more attention by advertisers. The traditional media business model of "selling information-exchanging attention-selling to advertisers-generating profits" is being challenged by new media. The advertising market share is being divided by new media, and the profit model is being changed by new media.

3. The influence of new media on the advertising market

In the investigation, we found that the new media and traditional media have the same operation mode. In the service mode, new media and traditional media are the same, and in the profit mode, new media and traditional media are almost the same. It still relies on content to attract the audience's "eyeball" and then sells it to advertisers. The above three ways directly carve up the advertising market of traditional TV media and directly affect the original interest pattern of traditional TV media. Secondly, the new media has crossed the formal barriers and administrative boundaries of the traditional media, and with the attitude of pure information and pure business, it has formed a competitive situation of cross-media communication and cross-administrative regional communication, further intensifying the market competition among media. According to the survey data of the Advertiser Research Institute of China Communication University, the advertising market in China showed a great turning point in 2005: the advertising revenue growth rate of traditional media such as TV, newspapers, magazines and radio slowed down, and some even experienced negative growth. At the same time, the advertising revenue of new media, such as Internet and building TV, continued to rise, and the advertising trend of new media continued to strengthen in 2006. The appearance of these new media has changed the traditional communication concept of advertisers, and undoubtedly put some pressure on the advertising market of traditional TV media.

4. The influence of new media on management mode

At present, the TV media is monopolized by the state and forced by the government, and the advertising content and broadcast time are strictly controlled. However, new media has no corresponding regulations in this respect, and its advertising content and playing time can be allowed to play. In addition, the management mechanism of new media is vague and the threshold of commercialization is low, which makes almost anyone have the opportunity to become a member of new media. It must be noted that the current new media craze is a "market conspiracy", involving investors, technology developers, equipment manufacturers, information dissemination operators, content producers and advertisers. Investors need the concept of new economy to stimulate the activity of capital market; Technology developers and equipment manufacturers should gain market space by commercializing new technologies and upgrading products; Information dissemination operators should cross industry barriers and institutional boundaries, expand business content and find new economic growth points; Content providers should break through the media restrictions, expand product distribution channels and increase the bargaining power of the market. All this revolves around stimulating and meeting the market demand of consumers to receive and send information. These situations will have an impact on the management mechanism and institutions of traditional media (especially television).

So, how should we deal with the rapid development of new media?

The development of new media not only makes network operators start to think about the business model and strategic positioning suitable for new media, but also attracts the attention of the international investment community. There are two prospects that the traditional TV industry can see at present: one is to be a content provider; The second is to be a network operator. I think we should start from the following aspects:

Make full use of the advantages of TV media to improve the quality of programs

The urgent task of TV media is to improve the market competitiveness of video programs, change the current program production mode, start from the audience, enhance the interaction and participation between programs and audiences, create strong content, pay attention to program innovation, pay attention to the combination with advertising communication requirements, and produce a number of products with independent intellectual property rights and which the audience likes as soon as possible; It is necessary to strengthen program packaging and marketing, further improve program ratings and program reputation, and at the same time establish cooperative partnerships with advertisers and advertising agencies, understand their needs in time, do a good job in cross-media integrated marketing, gather superior resources, and cultivate their core competitiveness as soon as possible.

Actively develop new media business and build a comprehensive cross-media platform.

Traditional TV media must adopt multimedia strategy, (especially local traditional TV media) enter new media while consolidating their existing position, establish their own new media platforms, integrate traditional value chains with new media such as the Internet and mobile phones, transfer the influence of the past TV, and create two or three rounds of value on these new platforms. We should give full play to the advantages of traditional TV media in program content and brand resources, effectively combine with new media, and make many new profits at the fastest speed. This will not only contribute to the viewing of traditional TV media programs, but also contribute to the reuse of programs in new media, create more profit models, and realize the complete integration and interaction between traditional media platforms and new media platforms within their control, thus generating more considerable value and a longer industrial chain. This is also an effective way for traditional TV media to change from passive to active. We should all remember this sentence: a clever businessman knows not to put eggs in one basket.

Promote digital TV value-added services and improve network operation efficiency.

Generally speaking, local TV stations and their broadcast networks are integrated. If so, after the overall conversion of digital TV, TV media should vigorously promote the value-added services of digital TV. Such as interactive on-demand, distance education, telemedicine, government information, ticketing information and other services. At the same time, in view of the disadvantages of radio and television network in market operation, this paper studies the market operation and commercial promotion mode of telecom operators, so that users can establish the concept of surfing the Internet with TV instead of watching TV on the computer. So as to put all the proceeds into the pocket of TV media.

Nowadays, although the traditional TV advertising industry will not collapse rapidly overnight, the era of waiting for profit as in the 1990s is gone forever. It is undeniable that at present, the traditional media is still the mainstream, and the new media is still in a state of marginal development. However, the strong vitality of new media will evolve into an important force in the future media industry, which will seriously threaten the authoritative position of the original mainstream communication channels. As the saying goes, those who have no foresight will have immediate worries, and our media is no exception. Faced with such changes, as a traditional TV media, its communication state, business format and survival form will inevitably undergo complex and profound changes. We must be soberly aware that the development of new media is becoming the most active organic part of a region's comprehensive strength, and we must pay enough attention to it. If we ignore the new media, we may have no food. On the contrary, if we seize this opportunity and this double-edged sword, perhaps the traditional TV media will be further developed, which is an opportunity with both challenges and opportunities.

Facing the challenges and opportunities brought by the development of new media, as long as we keep pace with the times, follow Scientific Outlook on Development, explore laws and seek countermeasures, we can gain comprehensive advantages in the new round of media reform.

Finally, here, I'd like to end my speech today with the example of Kodak Company often quoted by Li Ruigang, president of Shanghai Media Group. He said, "Kodak has rarely seen advertisements now. Why? Because many people use digital cameras, it is such a change. At that time, Kodak did not pay attention to it, thinking that "digital imaging technology is not as good as mine." Unexpectedly, in just a few years, Kodak film has been neglected, and even Kodak was delisted by the American Stock Exchange. Such a "century-old shop" was virtually eliminated by the market because it ignored the industrial impact brought about by new technological changes. " Say this example. For a company like Kodak, or an industry like our TV, the changes brought by new technologies cannot be ignored. Today, with the rapid development of new technologies and the influx of venture capital, only by actively entering new media and seizing opportunities can we get the greatest benefits. Fortunately, some TV stations have already started to act. (Author: Nanjing Radio and Television Group)