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Transition from traditional media to new media — Efforts, results and experience on integral development of media of Hunan broadcasting system (No 50, 2015)


By Lai Youwei, Research Team on "Institutional Mechanism and Policy Options for Pushing Forward Cultural Industries in China", General Office of DRC

Research Report No 50, 2015 (Total 4735)


To promote the integration of traditional media with new media is a major strategic development in line with the decision made by CPC Central Committee, as well as an urgent mission of deepening reform on the propaganda and ideological culture front. Hunan Broadcasting System has achieved some gratifying results in recent years on the expansion of the industrial value chain and the transition to new media. They have taken efforts on three main aspects: construction of Internet video platform by relying on high quality content, whole media arrangement centered on Intellectual Property and deepening reform of institutional mechanism. Based on these efforts of exploration and innovation on integral development of traditional media and new media, Hunan Broadcasting System has gained some experience and inspirations as follows: reform on institutional mechanism should be intensified, innovation on content should be improved, integral development should be focused on practical utilization in China and meet China’s requirement, copyright resources should be administered effectively and industry ecosystem should pursue multiple symbiosis.