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网络时代的信息传播发生着巨大变化。市场份额急速下降、话语权日益减弱让传统媒体面临前所未有的挑战,迫使广播电视工作者不得不直面危机、调整姿态,寻求“破茧”之路。对于长期依托于广播电视等传统媒体的媒资管理工作者而言,同样需要强化互联网思维,大胆探索、锐意创新,快速调整管理思维和运营模式。作者从传统媒体转型的新要求出发,对媒资管理提出建议,即新时期的媒资管理需要依托无线网络技术,通过整合媒体信息的网络、内容、终端等资源来构建一个开放性的采集和发布平台,通过打造多样化、个性化的产品,实现新媒体时代的智能化媒资服务功能。
Information transmission in the Internet era has undergone tremendous changes. The rapid decline of market share and the diminishing of the right of speech make the traditional media face the unprecedented challenge, forcing the radio and television workers to face the crisis and adjust their attitude and seek the path of “breaking the cocoon.” For media management workers who rely on traditional media such as radio and television for a long time, they also need to strengthen Internet thinking, boldly explore, innovate and quickly adjust their management thinking and operation mode. Based on the new requirements for the transformation of traditional media, the author puts forward proposals on media investment management. That is, media resources management in the new era needs to rely on wireless network technologies to build an open collection and integration network by integrating media, information, terminals, and other resources Release platform, through the creation of diversified, personalized products, to achieve the new media era of intelligent media service functions.