A study on the transformation of Chinese mainstream broadcasters based on the multi-channel network paradigm
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DOI: 10.23977/wepm2021.025
Corresponding Author
Zimo Zhang
ABSTRACT
Traditional broadcasters face an unprecedented challenge as a result of the rapid growth of new media. This article examines the current state of Chinese broadcasters through the lens of multiple-channel networks (MCNs) and makes recommendations for their future development. Broadcasters in China are now experimenting with multi-channel distribution by collaborating with short-form video and streaming platforms, but other platforms, rather than broadcasters, are gaining the primary channel. As a result, this paper proposes that, in order to complete the transformation in the new media era, Chinese mainstream broadcasters should now achieve multi-channel distribution of television content through multi-channel regulation, talent absorption, and content reform.
KEYWORDS
Chinese mainstream broadcasters, multi-channel network paradigm, new media