Hypertext Era: Electronic Media Operations and Innovation in the New Century

Author: Zhang Junchang
Publisher:
Publish Date: 2004-09-01
Features: Looking ahead to the future is to better grasp the present. The Hypermedia Era briefly reviews the past of media, focuses on analyzing the future, and ultimately stands on the development strategy of today's radio and television. It is worth reading. – China Central Television Research Magazine
Table of Contents:
Preface The Hypermedia Era
The Hypermedia Era is a multi-dimensional communication era built upon the superposition and high integration of various media. It is a new stage of communication that overlaps and organically combines interpersonal communication, organizational communication, and mass communication.
Part 1 Business and Strategy
Chapter 1 Strategic Choices for the Hypermedia Era
Modern media competition has entered the era of brand management. Brand is an asset, brand is culture, and brand is also personality and image. It signifies a taste and culture that transcends time and space, playing a pivotal role in shaping a good reputation and credibility for the media.
1. The Concept and Operation of Media Brand
2. Implementation Strategy of the Premium Strategy
3. How to Professionalize a Channel
4. Are You Irreplaceable? – Discussing the Personalized Survival of a Program
5. Embracing a New Stage of Leapfrog Development in Television
6. The Future Direction of Chinese Television
Chapter 2 Contemporary Media's Source of Material
Our talent structure urgently needs adjustment, and we need to cultivate a group of all-round talents with forward-thinking minds, familiarity with the latest global perspectives and communication technologies, and excellent moral quality.
1. The Contemporary Connotation of Public Opinion Guidance
2. Using Modern Awareness to Focus on Nearby Topics
3. The New Realm of Media Material
4. Pursuing the Integration of Modern Communication Methods and the Trend of the Times
Chapter 3 Contemporary Media's Business Approach /84
Beyond fulfilling the function of information, electronic media also lead cultural types and styles.