Study on Strategy of Integrative Development of Yantai Old and New Media

Abstract

As we all know, the recent decade is the golden age of Yantai cultural and creative industries to flourish. S ince the booming of Internet in Yantai, the survival and development of local traditional media of Yantai has become a hot topic. And with the development of mobile Internet and the popularization of mobile smart terminal, the transformation of Yantai local traditional media and integrative development of old and new media have aroused more and more concern and attention. However, some of the traditional media are still struggling to seek the direction and path of transformation and integrative development Yantai local traditional media, while some small and medium-sized media that believe the market environment is poor with hopeless transformation have been defeated firstly, parting from the best yet the worst times in the eyes of media people in advance, arousing sighing and sorrow within the industry. Therefore, corresponding strategies for resolving problems exist in integrative development of old and new media in Yantai shall be proposed according to its current situation and dilemma, and the market thinking suitable for that integrative development shall be established to better bring out media products and services with local characteristics of Yantai. Keywords—old and new media; integrative development; strategy research I. CURRENT STATUS OF INTEGRATIVE DEVELOPMENT OF YANTAI OLD AND NEW MEDIA A. Development of New Media to Promote Transformation of Traditional Media Yantai Broadcasting and TV Station and Yantai Daily Media Group is the important news consensus spreading institutions in Yantai, and such media organizations as television media, broadcasting media, newspapers media, online media and others, with the functions of spreading news, public service information, publicity and other entertainment program function, which are the main channels for Yantai public to obtain local informat ion. Today, under the new media age, the community is a correspondent” but also a “reporter”. As for the timeliness of the occurrence of news, it has the characteristics of more convenient and faster than professional journalists, although compared to traditional media, the news described by professional journalists is more objective and credible. However, in the “era of fingers”, the new facts formed by the information pieces hold by the public seem to be more suitable for the tastes and habits of network or the mobile Internet circles. And the follow-up reports relying on the new media or mobile Internet are more intuitive and shocking than traditional TV and newspapers. For this reason, Yantai traditional media is undergoing a severe test. Through reconfiguring of the news resources and news reporting, traditional media and new media will gradually realize the sharing of news resources and real-time reports, thus to obtain a win-win result of o ld and new media. At the same time, it promotes the traditional media and new media in Yantai to provide greater convenience for the community to participate in public affairs and news coverage, but also makes the integration of old and new media in Yantai develop towards the win-win direction. B. Integration of Old and New Media to Enter into AllMedia Era The integration of old and new media in all-media era is to combine together different forms of media in Yantai, such as television, Internet, newspapers, magazines, mobile Internet and so on, to achieve sharing of various media resources to a greater extent, thereby forming the all-media communication framework system of Yantai. And the formation and development of all-media communication framework system has further adapted to the communication needs of news and instant messages under different environments by different communication subjects or the same communication subject, playing an important role of supervision in promoting transparency of news and credibility of news agencies in Yantai, and also helps the establishment and shaping of news communication department’s public image. The integration of old and new media in the all-media era shall be conducted from two aspects. The first is to give play to the precision of news resources gathered by Yantai traditional media in combination with the advantages of new media such as faster transmission speed and wide path, to establish all-media news gathering center and to make it the best platform for old and new media’s integration development. The second is to strengthen and improve the working mode of existing news gathering staff through training of the skills of using new media by Yantai traditional media staff, thus they can not only complete the task of traditional media coverage, but also shoulder the responsibility of uploading informat ion to the new media and social circles for immediate release. And no matter 2nd International Conference on Education, Language, Art and Intercultural Communication (ICELAIC 2015) © 2016. The authors Published by Atlantis Press 685 traditional media or new media, the news communication concept should always be the content is king, and to conduct news information production for different news according to characteristics of different media and the demands by virtue of all-media platform, to make Yantai traditional media gradually evolve into an all-media integration of traditional TV, journals media, news information site, APP application terminal in the field of news information communication. Therefore, content is king is still the best way for Yantai tradit ional television, journals media and new media to expand the communication path and improve the audiences’ reading range in all-media era. II. DILEMMA OF INTEGRATIVE DEVELOPMENT OF OLD AND NEW MEDIA IN YANTAI A. Unclear Ultimate Goal of Old and New Media Integration The rapid development of new media technologies in Yantai and widespread popularity of finger social circle in young generation have made the development speed of new media technology be greatly underestimated by traditional media. And Yantai traditional media lacks depth study of new media technology while studying transformation direction which has led to the unclear integration goal of old and new media, while their research ideas and practice are obviously falling behind with respect to the characteristics of newly developed young group thinking. And the differences between management methods of existing traditional media and new media as well as the integration concept of old and new media are fully reflected in the differences between traditional media with a concept of content is king and the inclusive new media, and the differences between production cycle of tradit ional media and the rapid speed and range of new media. Therefore, these two kinds of differences have caused the inconsistent goal of the integration of traditional media and new media in Yantai. B. Staff’s Professional Quality being Lagged Behind Yantai tradit ional media has experienced a long period of development, and the professional quality of its staff has already developed quite mature, with their business processes and efficiency fully meeting the development requirements of traditional media. But with the popularization and application of new media technology in Yantai, those compound talents with new media knowledge and technology are short of adequate understanding of traditional media. This also resulted in absence of effective connection in the process of old and new media integration in Yantai, influencing the scientific positioning of old and new media integration concept and the formulation of clear and effective strategy of integration development. III. IMPLEMENTATION STRATEGY OF INTEGRAT IVE DEVELOPMENT OF YANTAI OLD AND NEW MEDIA