Media convergence is more than a sum of various media forms. It is a process that breaks down distinct media forms and technologies and combines them into one. Photo: FILE

The 7th Annual Conference on Chinese Media Economics was hosted by the Communication University of China in Beijing on Dec. 8. The media economics forum, which marked 40 years’ development of the discipline in China, sought to systematically develop Chinese-style media economics theories and practical innovations.

The implementation of media convergence in China is not plain sailing. Pu Yanfang, a professor of the Faculty of Economic and Management Sciences at the Communication University of China, said that the integration of media institutions is one of the main sticking points. Media convergence in the internet era means the consolidation of various traditional media institutions. This task will be loaded with practical difficulties, as newspaper, television and radio have developed independently as separate divisions of traditional media. Worse still, the traditional media may have difficulties adjusting to the larger market offered by the internet, as the traditional media operates according to administrative divisions that set market boundaries, whereas the internet has no such divisions.
 

Profitability should not be the sole focus in media convergence; social goods are also pivotal. According to Zhi Tingrong, executive dean at the College of Journalism and Communication of Jinan University, media convergence should not be pushed forward by blindly chasing growth. Employees should pursue a healthy development model of media convergence with balanced revenue and expenditure and put social goods before business goals.   

Huang Chuxin, a research fellow from the institute of Journalism and Communication at Chinese Academy of Social Sciences, said that how  traditional media can adapt to new media’s beliefs and technologies while still contributing its advantages in news distribution is a question that needs to be answered.    

Media convergence in China is pushed forward by two major forces—the implementation of corresponding national policies and the development of emerging technologies. Pu said that artificial intelligence is bringing new technologies to media convergence, which will lead to more breakthroughs. Without resources such as mature technologies, local media organizations may be unable to establish a platform for convergence media or to operate it. Therefore, national media organizations should establish a media convergence network and connect scattered local media organizations by allowing them to join the network. This initiative promises more achievements in new media and allows media convergence to develop and flourish without the boundaries set by administrative divisions.

Huang suggested that we should seek to fully integrate multiple media channels, including newspapers, radio, and websites, and coordinate the development of news gathering, writing, editing and commentary. According to Zhi, media convergence will have various development models. The media can better serve the needs of the Party and the people if its main and secondary functions complement each other. In the development of media convergence, the media should accurately position itself in the market and seek  policy support by providing quality services. 

(edited by YANG LANLAN)