This book offers fresh critical insights to the field of media convergence with a particular focus on the mainstream media of China. It begins with an exploration of the emerging change among the entire mediascape: the clear and distinct boundaries that used to demarcate media channels are gradually dissolved, and the widespread introduction and application of new communication technologies have brought both challenges and opportunities toward China. This is followed by a series of theoretical endeavor about the link between conventional media and new media. Drawing on President Xi Jinping's guiding opinions regarding with media convergence, this book then analyzes the political task laid upon mainstream media in which challenges may be turned into opportunities. Given its conceptual focus and practical contribution, the book helps media professionals and related government agencies understand the wide variety of changes brought about by media convergence and the new directionfor media development.

Reviews media convergence strategies of broadcast communication in China Deals with a variety of empirical data from prominent TV and radio stations in China Provides a comprehensive theoretical framework of media convergence in China

Autorentext

Professor Peng Duan is the vice-president of the Communication University of China, the executive associate director of the Key State Lab of Media Convergence and Communication (Communication University of China), and the managing editor of the SAGE journal Global Media and China. He is one of the Chinese leading scholars with a broad experience on journalism and communication studies, particularly in the fields of radio and television news, communication theories and audience analysis.

Inhalt
Chapter 1 Innovative Development of Mainstream Media against the Background of Media Convergence.- Chapter 2 Convergence Course and Experience of Mainstream Foreign Media.- Chapter 3 Exploring the Issues and Causes of Convergence and Innovation of Mainstream Chinese Media.- Chapter 4 Status Quo of Convergence and Innovation of Mainstream Chinese Media.- Chapter 5 Suggestions and Strategies for Promoting Convergence and Innovation of Mainstream Media.- Conclusion.