Much has been made of the decline of the print medium and the rise of new
media. Some have said they are mutually exclusive.
But a two-day forum that started on Thursday in Kunming, capital of Yunnan
Province in Southwest China, offered a clue that the two can indeed integrate
and even complement each other.
The integration of traditional
and new media is an irreversible trend in the media industry, and the process of
their integration has been facilitated through various forms, according to Cao
Guowei, chief executive official of Sina.com, the country's leading news portal.
Gao Gang, deputy director of the school of journalism at
Renmin University of China. [China Daily]
"No matter how different the traditional media stand from the new media, the
basic factor for the two is that they both need news content, which binds the
two media tightly together," Cao said.
The difference between the two is that the new media have changed the way
they present news content, and they provide more channels to disseminate the
"Based on their similarity, traditional media now depend on new media to
promote themselves, which signals that their integration is a general trend,"
Keynote speakers attending the forum also emphasized that traditional media,
though dwarfed now by the new media, have actually launched renovation campaigns
that take in the advantages of the new media.
For instance, some newspapers are now selling their information through their
own websites and value-added mobile phone services, according to Tian Yong,
chief editor of the website of the government of Ningbo, a coastal city in East
China's Zhejiang Province.
Tian cited the example that his website has put forth a new type of Internet
newspaper that embeds both video and extended information for underlined key
"Traditional media are using the new media to make themselves stronger," Tian
said. "If there ever comes a day when society deserts the print medium,
traditional media will soon adapt themselves to the new media."
Right now several media groups in the country, including the Shanghai Media
Group, are integrating their resources including Internet, television and
newspapers to promote their news service in different forms.
The integration of traditional media and new media has intensified the news
"war" among all media groups, which further prompts every medium to increase
analysis in its content and detailed information to be able to compete.
While some media pioneers have great expectations for extended communication
through the Internet, some of the country's leading website executives are not
satisfied with the current technology of Internet operations.
They complain that the current technology cannot sustain the frequent visits
by millions of web surfers simultaneously.
"I don't feel there has been a great technological innovation in the past
couple of decades," said Jiang Yaping, deputy chief executive of the
www.people.com, the website run by People's Daily.
"What we are doing now is just exploring new functions of the old
Innovation key to growth
Innovation, when it comes to the Internet media, seems vital in this virtual
world, say operators of major Chinese Web portals.
Blogs, video clips, connections by mobile phone, international co-operation
are all innovative elements that make the Internet media survive and thrive.
Sina.com's Cao Guowei said the Internet is taken as a kind of new media
because it can combine various forms of expression belonging to the traditional
media, such as spoken and written words, image and video graphics, and sound.
The other unique feature of the Internet, they said, is its interactivity.
The development of technology has improved Internet access. More and more
people now get access to the Internet through broadband.
Cao said that sina.com has co-operated with many movie and television
"Nowadays, people can see live or selected shows on our website," Cao said.
"Through video-sharing technology, netizens can now transmit their self-made
video programmes, a hot spot that is coming into shape.
"The YouTube-Google merger just proves this trend.
"We've made a 'soft launch' of our video sharing, and we are the first
website that offers such a platform and search engine."
Another thing that makes Sina.com proud is its blog service, which attracted
the most bloggers in the country within a short time, Cao said.
The number of independent blog users on the website has already reached 3.5
million, almost 10 times that of just one year ago, he said.
The third thing Sina.com is involved in is its connection with mobile phones,
providing wireless service to users.
"We are now trying to connect the Web and mobiles through every product we
design and the content we promote," he said.
Blog is definitely one of the most successful magnets to attract users.
Cao Yunxia, deputy supervisor of operations of www.cctv.com, said that the
establishment of some star anchors' blog on the website has drawn many clicks.
"And the establishment of a company this April means we finished the
transition from a traditional news website to a comprehensive Internet medium a
breakthrough in our mechanism," she said.
Tao Guangxiong, editor-in-chief of www.chinanews.com.cn, said its innovation
lies in the upgrade of content of the website through international
"Besides our news service, our good relationship with overseas Internet media
outlets has enabled us to create an information platform for all the Chinese in
the world in collaboration with nearly 100 overseas Chinese media," he said.
"Through the Chinese forum and our correspondent offices in the world, we
have enhanced our influence with overseas Chinese communities."
Gao Gang, deputy director of the school of journalism at Renmin University of
China, said: "No matter whether it's in the whole management mechanism or the
specific services provided, innovation is changing Internet media on every