2008 Beijing Olympic Games' footsteps have been getting more and more near, traditional media and so on television, broadcast, newspaper, magazine already the military garb went forth to battle, the Internet, the IP television, the vehicle carry the television, the handset television and so on emerging media also to step into the Olympic Games stage by the brand-new posture. What is worth mentioning, at this Olympic Games, the new media becomes the Olympic Games to hold the power retransmission business officially for the first time. The Olympic Games in China are the important matter which as soon as hundred years meet, the new media mounts Olympic Games to retransmit the stage is also in an Olympic Games hundred year history the unprecedented pioneering work, is self-evident to the Chinese media industry's significance.
in 2008 Beijing Olympic Games are the new media retransmit Olympic Games' historical first year comprehensively, this is the new media for the first time is included together as the Olympic Games independent dissemination organization and the traditional media Olympic Games' dissemination system. In this sense, Beijing Olympic Games not only will be the sports grand meeting, also will be an unprecedented media grand meeting, has the possibility to become in the new media history extremely a milestone.
New media change information dissemination pattern
The Internet after it appears soon, is then following the people the expectation which transforms to the society propagation mode, becomes rapidly after the publication, the broadcast, the television three big tradition media fourth media, in times, the network media is the new media pronoun. But along with society's development and the technical progress, the digital television, IPTV, the handset color letter, the handset television and so on new media form emerges unceasingly, the new media has not only limited to the network media, but includes to distinguish has many kinds of dissemination forms and the content shape new media in the traditional media
Generally speaking, these new media have interactive to be strong, flexibility strong and so on characteristics, synthesized the interpersonal media (for example telephone, letter and so on) and the mass media media merit, and broke through their limitation: Through the new media, the personalized information may to the mass media dissemination, but no longer receives one time can only aim at a person of limit, or is unable in view to provide the personalized information the audiences the limit; At the same time, each participants have certain domination to the content. Some people said that the new media is the human survival way and the words power revolution.
Specifically speaking, the new media dissemination has the following characteristic: Individual may also carry on the mass media dissemination, broke through formerly “the porter” the limit, the information dissemination becomes is more free and is convenient; Has a stronger initiative the audiences, no longer is only accepts “the target” passively, the participation and interactive are precisely many new media attractive featureses; The information dissemination hastens “the young audiences”, in the former mass media dissemination, very difficult to meet the personalized need, but along with the media resources and form rich, the information personalized dissemination already became the new media dissemination the characteristic.
The new media welcomes the Olympic Games time.
Because the new media everybody may create, the issue, information and so on share writing chord video frequency to rise rapidly. General Secretary Hu Jintao when with powerful nation forum net friend exchange once pointed out that the Internet is the understanding public sentiment, a gathering people wisdom important channel, but Beijing Olympic Games will promote further new media “the collective eruption”. The new media will look not only like the traditional media same achievement information in the Olympic Games the issue source, it may take the public the exchange platform. Along with Beijing Olympic Games' approaching day by day, the Stock market new media tectonic plate also starts to bounce, take June 25 as the example, the US stock market rises temperately, the Chinese concept stock aspect, will display the inferior new media stock to present the large dramatic rise in the near future, the New China finance and economics media rises crazily 20.91%, the CTS media rise nearly 10%, to 18.13 US dollars, will divide the numerous media also with to bounce, rises 1.3%. This indicated that the people the development turning point which brings for the new media fill with the anticipation to the Olympic Games.
CCTV net takes Beijing Olympic Games new media official retransmission organization, already drew up exhaustive Olympic Games to report the plan, the use video on demand, the handset television, the IP television, the public transportation migration television four big dissemination platforms, CCTV net will display the new media to be prompt, the interaction, the convenient characteristic, let the user community be able to look anytime and anywhere Olympic Games, the exchange interact to participate in Olympic Games. For expanded influence, CCTV net also broad knot partner. On June 17, CCTV net announces and PPS.tv forms the Olympic Games video frequency direct seeding partner, is authorized the PPS.tv entire journey synchronization online direct seeding in 2008 Beijing Olympic Games sports event. On June 19, CCTV net and regards net signing long-drawn-out, forms the Olympic Games video frequency direct seeding partner. At the same time, other new media also refuse to admit being inferior, on May 12, handset WAP the website 3G gateway and the Chinese Austria starry sky achieves wireless Olympic Games to report the strategic cooperation. On June 24, Sohu took the lead in the open-door policy to announce the Olympic Games sports event to report the plan, has pulled open “the network Olympic Games” prologue. Beyond the border telecommunication operator is also seeking enters the new media the opportunity. Recently, South Korea mobile communication enterprise SK telecommunication China Corporation and the Shanghai Wenguang signed the depth cooperation memorandum in Shanghai, both sides reach the cooperative agreement in the new media domain. What may hope for, each kind of advanced new media technology in the Olympic Games period will obtain the centralism demonstration, the new media will also obtain the promotion in the media dissemination domain's status.
The new media road of future.
The new media's development gives the media industry ecological environment to bring the change inevitably: First, the market competition will be more intense. The traditional media will certainly to divide the numerous groups and the advertisement share; Next, the consumer will change by chance with the use custom. They will have more choices, is also getting quicker and quicker in the different medium shape's cut speed, media market balance day by day to demand side incline. Once more, along with will receive the numerous groups the unceasing segmentation, the information and the advertisement delivery pointed will be stronger, in the traditional media management stressed constantly the big quantity issued, the high viewing ratio and the listeners' rating profit pattern will face the challenge.
For all this, was new the media to be still unable at present to shake the traditional media the dominant position, the traditional media in aspects and so on public opinion guidance as well as commercial marketing promotion was still playing the leading role. Beijing Olympic Games have brought the opportunity for the new media's development, but the new media must become can the affect society public opinion mainstream media probably obtain the male letter strength, namely on own initiative undertakes the community responsibility in the big event, but present's new media also mostly pauses in the sensationalism and the entertaining stage. In addition, limits the new media industrial development another factor is the copyright question, because supervises and so on questions difficultly, the copyright has been the new media soft rib. Perhaps in times, is precisely lacks the copyright protection to enable the new media to meet people's need, affects the rapid expansion, but if wants achieves the small space in the important cultural domain and the commercial market, must pay attention strengthens the copyright protection. If in the Olympic Games, takes highly the commercialization global athletic contest, to pursue the commercial interest, Olympic Games' each operation link nearly adopts own authorized way, is extremely strict to the copyright control. Does not solve this problem, the new media is very difficult to obtain the large-scale full scale development.
In brief, digitized, the network new media development, broke through the dissemination material barrier, reduced the dissemination marginal cost, causes the market competition to be more intense inevitably, the enterprise should look for the own characteristic, dares to break through and the innovation. But finally, the new media way can grow together with a generation of person, changes people's use custom finally, integrates the social structure, becomes some kind of significance “the traditional media”, will follow the social development along with it renewal's media form to be born unceasingly. In the final analysis, the media competition is decided by the media existence core value, namely satisfies the people to monitor aspect and so on environment, coordinated society, inheritance culture, satisfied entertainment demands, if the new media wants after the Olympic Games continues to become the domain which is paid attention the people, must grasp this core value.
You're welcome to visit our corporate blog to get more information and to interact with us at http://screenprinter.bokee.net.
in 2008 Beijing Olympic Games are the new media retransmit Olympic Games' historical first year comprehensively, this is the new media for the first time is included together as the Olympic Games independent dissemination organization and the traditional media Olympic Games' dissemination system. In this sense, Beijing Olympic Games not only will be the sports grand meeting, also will be an unprecedented media grand meeting, has the possibility to become in the new media history extremely a milestone.
New media change information dissemination pattern
The Internet after it appears soon, is then following the people the expectation which transforms to the society propagation mode, becomes rapidly after the publication, the broadcast, the television three big tradition media fourth media, in times, the network media is the new media pronoun. But along with society's development and the technical progress, the digital television, IPTV, the handset color letter, the handset television and so on new media form emerges unceasingly, the new media has not only limited to the network media, but includes to distinguish has many kinds of dissemination forms and the content shape new media in the traditional media
Generally speaking, these new media have interactive to be strong, flexibility strong and so on characteristics, synthesized the interpersonal media (for example telephone, letter and so on) and the mass media media merit, and broke through their limitation: Through the new media, the personalized information may to the mass media dissemination, but no longer receives one time can only aim at a person of limit, or is unable in view to provide the personalized information the audiences the limit; At the same time, each participants have certain domination to the content. Some people said that the new media is the human survival way and the words power revolution.
Specifically speaking, the new media dissemination has the following characteristic: Individual may also carry on the mass media dissemination, broke through formerly “the porter” the limit, the information dissemination becomes is more free and is convenient; Has a stronger initiative the audiences, no longer is only accepts “the target” passively, the participation and interactive are precisely many new media attractive featureses; The information dissemination hastens “the young audiences”, in the former mass media dissemination, very difficult to meet the personalized need, but along with the media resources and form rich, the information personalized dissemination already became the new media dissemination the characteristic.
The new media welcomes the Olympic Games time.
Because the new media everybody may create, the issue, information and so on share writing chord video frequency to rise rapidly. General Secretary Hu Jintao when with powerful nation forum net friend exchange once pointed out that the Internet is the understanding public sentiment, a gathering people wisdom important channel, but Beijing Olympic Games will promote further new media “the collective eruption”. The new media will look not only like the traditional media same achievement information in the Olympic Games the issue source, it may take the public the exchange platform. Along with Beijing Olympic Games' approaching day by day, the Stock market new media tectonic plate also starts to bounce, take June 25 as the example, the US stock market rises temperately, the Chinese concept stock aspect, will display the inferior new media stock to present the large dramatic rise in the near future, the New China finance and economics media rises crazily 20.91%, the CTS media rise nearly 10%, to 18.13 US dollars, will divide the numerous media also with to bounce, rises 1.3%. This indicated that the people the development turning point which brings for the new media fill with the anticipation to the Olympic Games.
CCTV net takes Beijing Olympic Games new media official retransmission organization, already drew up exhaustive Olympic Games to report the plan, the use video on demand, the handset television, the IP television, the public transportation migration television four big dissemination platforms, CCTV net will display the new media to be prompt, the interaction, the convenient characteristic, let the user community be able to look anytime and anywhere Olympic Games, the exchange interact to participate in Olympic Games. For expanded influence, CCTV net also broad knot partner. On June 17, CCTV net announces and PPS.tv forms the Olympic Games video frequency direct seeding partner, is authorized the PPS.tv entire journey synchronization online direct seeding in 2008 Beijing Olympic Games sports event. On June 19, CCTV net and regards net signing long-drawn-out, forms the Olympic Games video frequency direct seeding partner. At the same time, other new media also refuse to admit being inferior, on May 12, handset WAP the website 3G gateway and the Chinese Austria starry sky achieves wireless Olympic Games to report the strategic cooperation. On June 24, Sohu took the lead in the open-door policy to announce the Olympic Games sports event to report the plan, has pulled open “the network Olympic Games” prologue. Beyond the border telecommunication operator is also seeking enters the new media the opportunity. Recently, South Korea mobile communication enterprise SK telecommunication China Corporation and the Shanghai Wenguang signed the depth cooperation memorandum in Shanghai, both sides reach the cooperative agreement in the new media domain. What may hope for, each kind of advanced new media technology in the Olympic Games period will obtain the centralism demonstration, the new media will also obtain the promotion in the media dissemination domain's status.
The new media road of future.
The new media's development gives the media industry ecological environment to bring the change inevitably: First, the market competition will be more intense. The traditional media will certainly to divide the numerous groups and the advertisement share; Next, the consumer will change by chance with the use custom. They will have more choices, is also getting quicker and quicker in the different medium shape's cut speed, media market balance day by day to demand side incline. Once more, along with will receive the numerous groups the unceasing segmentation, the information and the advertisement delivery pointed will be stronger, in the traditional media management stressed constantly the big quantity issued, the high viewing ratio and the listeners' rating profit pattern will face the challenge.
For all this, was new the media to be still unable at present to shake the traditional media the dominant position, the traditional media in aspects and so on public opinion guidance as well as commercial marketing promotion was still playing the leading role. Beijing Olympic Games have brought the opportunity for the new media's development, but the new media must become can the affect society public opinion mainstream media probably obtain the male letter strength, namely on own initiative undertakes the community responsibility in the big event, but present's new media also mostly pauses in the sensationalism and the entertaining stage. In addition, limits the new media industrial development another factor is the copyright question, because supervises and so on questions difficultly, the copyright has been the new media soft rib. Perhaps in times, is precisely lacks the copyright protection to enable the new media to meet people's need, affects the rapid expansion, but if wants achieves the small space in the important cultural domain and the commercial market, must pay attention strengthens the copyright protection. If in the Olympic Games, takes highly the commercialization global athletic contest, to pursue the commercial interest, Olympic Games' each operation link nearly adopts own authorized way, is extremely strict to the copyright control. Does not solve this problem, the new media is very difficult to obtain the large-scale full scale development.
In brief, digitized, the network new media development, broke through the dissemination material barrier, reduced the dissemination marginal cost, causes the market competition to be more intense inevitably, the enterprise should look for the own characteristic, dares to break through and the innovation. But finally, the new media way can grow together with a generation of person, changes people's use custom finally, integrates the social structure, becomes some kind of significance “the traditional media”, will follow the social development along with it renewal's media form to be born unceasingly. In the final analysis, the media competition is decided by the media existence core value, namely satisfies the people to monitor aspect and so on environment, coordinated society, inheritance culture, satisfied entertainment demands, if the new media wants after the Olympic Games continues to become the domain which is paid attention the people, must grasp this core value.
You're welcome to visit our corporate blog to get more information and to interact with us at http://screenprinter.bokee.net.

