【作者】 王勇；

【导师】 罗以澄；

【作者基本信息】 武汉大学 ， 传播学， 2013， 博士

【摘要】 以数字化、网络化为代表的新媒体技术带来了媒介生态变迁,三网融合、媒介融合已经成为媒介发展的时代所趋。在新的媒介生态环境下,传统广电媒体的传播方式、盈利模式遭遇了前所未有的压力。随着传播渠道的贬值、受众行为模式的变迁以及广告营销方式的转型,传统广电媒体需要向全媒体转型以便更好的适应新的媒介生态环境。广电全媒体是一种独特的媒体形态,其在传播方式、信息秩序、内容生产、服务对象、盈利方式等方面与传统广电媒体都存在显著差异。以数字广播电视、IPTV、互联网电视、网络电视台、手机电视、移动电视等广电新媒体发展为契机,我国广电全媒体的发展总体上经历了起步期(1996年—2002年)、发育期(2003年—2007年)、成长期(2008年至今)等三个时期,目前仍然处于探索发展阶段。从微观层面看,我国广电全媒体发展具有渠道扩张、渠道融合、构建全媒体平台等三个维度,并初步形成了融合式、扩张式、联合式、应用式等四种广电全媒体发展模式。从我国广电全媒体发展实践出发,本文从产业链层面、业务组织结构层面和发展层面分析了我国广电全媒体的发展特征。从产业链层面看,传统广电媒体正在经历产业链的纵向分离和横向分解,渠道模式正在向开放平台模式转变。从业务组织结构层面看,广电全媒体将带来业务结构及组织结构的变革,其业务结构可分为内容生产、集成播控和媒体营销三个层次,其组织结构可分为内容生产中心、集成播控中心和营销运营中心三大组织单元。从发展层面看,我国广电全媒体发展具有滞后性、政策性、复杂性和开拓性等特征。广电全媒体是个世界性课题。英国的BBC、美国的坦帕新闻中心探索了全媒体运营的不同方向。我国以上海文广、深圳广电为代表的广电媒体也在积极尝试全媒体发展,并积累了初步经验。在分析中西广电全媒体发展个案的基础上,本文从制度层面、产业层面、业务层面,对中西方的广电媒体融合发展进行了比较分析。我国广电全媒体在发展过程中遭遇了生存、体制、资源、文化等发展困境,造成这些困境的原因既有宏观层面的,也有微观层面的,既有行业性的,也有广电机构自身的,需要广电媒体认真分析解决。结合我国广电媒体发展实际,本文分析了我国广电全媒体发展过程中需要处理好的几个关系,并提出我国广电全媒体三个发展方向：区域化门户、产业链平台和差异化竞争。媒体总是存在于特定的生态环境中,环境的特点决定了媒体的诸多特性。本文从外部环境、市场环境、内部环境三个层次分析了我国广电全媒体发展的生态环境,并提出环境优化建议。最后,本文从行业和组织两个层面分析了我国广电全媒体发展的具体策略。行业策略是从宏观行业层面着眼,从监管体系、市场机制、网络建设、平台战略等方面提出行业发展策略,其本质是广电行业如何应对三网融合；组织策略是从媒体组织层面着眼,从内容、平台、资源、机制、品牌等方面提出媒体发展策略。更多还原

【Abstract】 The new media technologies, such as digital technique and network technique, are changing the media ecology. Media convergence is the general trend of media development. In the new media environment, the communication mode and profit mode of traditional radio and television are encountering great pressure. Along with the devaluation of the communication channels, the transition of audience behavior, and the change of advertising and marketing, the traditional media of radio and television should become the omni-media in order to adapt to the new media ecology. The omni-media of radio and television is a unique form of media, which is different with the traditional media in communication mode, information order, content production, service object, and profit mode.Taking the development of digital radio and television, IPTV, OTT TV, network television, and mobile TV as opportunity, the development of China’s omni-media of radio and television has experienced three periods:beginning phrase(1996-2002), developing phrase(2003-2007), and promoting phrase(2008to now). At present, it’s still in the exploratory stage of development. From the micro perspective, the development of China’s omni-media of radio and television would experience three dimensions, which are channel expansion, channel integration, and building all media platform. The developmental patterns of China’s omni-media of radio and television have convergence type, expanding type, joint type, and application type.From China’s media developmental practice, the paper has analyzed the development characteristics of China’s omni-media of radio and television from three levels of industry chain, business and organization structure and development. From the perspective of industry chain, the industry chain is experiencing vertical separation and horizontal decomposition, and channel mode is transforming to platform mode. From the perspective of business and organization structure, the omni-media of radio and television will bring three new business structures:content production, integrated multicast, and media marketing, and three new organizational units:content production center, integrated broadcasting center, and marketing center. From the perspective of development, the development of China’s omni-media of radio and television is characterized with lag, policy, complexity, and pioneering.The transformation of the traditional media is a common subject in the world. BBC and Tampa News Center have explored the different directions of media operation. In China, SMG and SZMG have been exploring the omni-media development and acquired preliminary experience. Based on the analysis of Chinese and western omni-media of radio and television, this paper compared Chinese and western media convergence from three levels of institution, industry, and operation.The development of the omni-media will suffer many practical dilemmas of survive, system, resources and culture. The reasons of dilemmas are very complex, which are from macroeconomic industry and microscopic organization.Taking into account of China’s media development, the paper has analyzed the relationship paths and put forward three development directions of China’s omni-media of radio and television, which are the regional portal, the platform of industry chain, and the differentiated competition. Media always exists in some environment, and the characteristics of the environment determine the features of media. This paper has analyzed developmental environment of media from external, market, and internal levels. Finally, this paper has proposed the developmental strategies of China’s omni-media of radio and television from macro and micro perspective. The paper has put forward industry developmental strategies from the regulatory system, market mechanism, network construction, and platform strategy; and organization developmental strategies from the content, platform, resource, mechanism, and brand.更多还原