Great China Media Market Transformation

Author: Zhou Yan
Publisher:
Publish Date: 2003-08-01
Features: When will the old structure of China's media industry collapse? Can China's media empire rise again in the new landscape? — Our media industry is undergoing a series of transformations, with the old structure disintegrating and the new one taking shape only through exploration. In this process, many practical and urgent issues have been placed on the table of media industry operators: How to balance gains and losses when integrating media in line with the trend of group consolidation? How to choose between short-term goals and long-term strategies when competing internally with emerging rivals and preparing externally for the entry of overseas media? As audiences' loyalty to branded media continues to grow, how can large and small media adapt and compete for audiences? Which is more important—circulation or advertising revenue? All these are the focal points of this book. The first three chapters delve into the adaptation measures and outcomes of various media, including radio, television, newspapers, magazines, and film, supported by numerous persuasive charts, allowing readers to experience the details of this major transformation as if they were there. To more clearly identify the potential factors influencing media transformation, the book also details the expansion and rise and fall of overseas media giants, enabling China's media industry to "learn from the strengths of others" before overseas media make a major entry into China, and providing readers with a more advanced reference framework. The comprehensiveness and authority of this book will make it a model for readers to interpret China's media from a broader perspective. In fact, in this book, all those who are concerned with China's media industry will enter its core alongside the author, gaining insight into its operations, trends, and adaptations. Media professionals can learn strategies for transformation from it; communication scholars will find a wealth of reference data and materials; and ordinary readers attracted to this rising industry can use this book as a tool to untangle the complex surface of the media industry. The first three chapters delve into the adaptation measures and outcomes of various media, including radio, television, newspapers, magazines, and film, supported by numerous persuasive charts, allowing readers to experience the details of this major transformation as if they were there. To help readers more clearly identify the potential factors influencing media transformation, the book also details the expansion and rise and fall of overseas media giants, enabling China's media industry to "learn from the strengths of others" before overseas media make a major entry into China, and providing readers with a more advanced reference framework. The comprehensiveness and authority of this book will make it a model for readers to interpret China's media from a broader perspective. In fact, all those who are concerned with China's media industry will enter its core alongside the author, gaining insight into its operations, development, and adaptations. Media professionals can learn strategies for transformation from it; and for those ordinary readers attracted to this rising industry, this book is the best tool to untangle the complex surface of the media industry.