media concepts and not be formally proposed in the academic community. It from the media sector level. Emerging forms of media and changes in media content, channels, functional level fusion, so people need to use the concept of media significance covering a broader word, so far, the concept of "all media" began to be widely applicable.
"media" refers to the means of expression (multimedia) using a variety of media such as text, sound, video, animation, web media dissemination of information, the use of radio, television, audio and video, film, publishing, newspapers, magazines, websites and other media forms ( business integration), through the integration of radio and television networks, telecommunications networks and the Internet to spread (triple play), and ultimately to receive complete information fusion (one three-screen) TV, computers, mobile phones and other terminals can anyone, any time, any place, any terminal to obtain any desired information (5W).
edit this paragraph value characteristics "all media" has the following characteristics:
1 Media is integrated by human master to maximize the flow of information means. Points from the spread of vector tools can be divided into: newspapers, magazines, radio, television, audio and video, film, publishing, network, telecommunications, satellite communications, etc.; rely heavily from the dissemination of the contents of the various types of technical support platform perspective, in addition to traditional the paper, audio and video, Internet and telecommunications WAP, GSM, CDMA, GPRS, 3G, 4G and streaming media technology and so on.
2, "media" does not exclude a single manifestation of the traditional media, a single manifestation of the traditional media and integrate the use of various media forms, while still very important, and depending on the single form of "all media", "full" important component.
3, "media" simple connection between not embodied in the "cross-media" era of media, but all fusion - the comprehensive complementary, fully interactive online media with traditional media and the communications network media network media itself fully miscible, short, full media coverage is the most complete, most of the technical means, the carrier is the most full-media audience spread the most full-face.
4 the overall performance of all media in the media market in the field of large and individual demographic performance for ultra-segment services. For example, on the same piece of information, "all media" platform can have numerous manifestations, but also according to the individual needs of different individuals audiences as well as information on the performance of the focus of media form of trade-offs and adjustment. As a real estate information display with graphic the size chart Loushu objective descriptive information; audio and video to show a more intuitive and dynamic information; For use broadband network or
the full media (15)
3G phone audience available to watch online showroom three-dimensional display and participate in interactive online virtual decoration game. Media is not large and comprehensive, but should be combined with the use of a variety of expressions and dissemination channels based on demand and the economy. "Media" beyond "cross-media" is in its more economical vision to look at the integrated use of the media, in order to put into the smallest - Communication optimal - most effective.
edit this paragraph, the history of the development of the media in the foreign media "in the English compound words for" omnimedia ", the prefix omni and word media. After the search the foreign of Elsevier (SDOL), database EBSCO full-text database Springer foreign periodicals, I found omnimedia only appear in the form of proper nouns, and that is a named company of Martha Stewart Living Omnimedia (MSO). Dissemination of academic language as a news "media" is not mentioned for foreign news broadcasting history in. In October 19,
1999 Martha - Stewart Living media company established. The company owns and manages a variety of media, including the four core magazines, 34 kinds of books, a column of the Emmy award-winning column of the art television program, broadcast on the CBS television weekly television program This Morning. Moreover, MSO management named AskMartha newspaper column (its contents available to more than 230 newspapers), a broadcast TV station in the United States more than 330 programs, a site has 17 million registered users. Martha - Stewart Living Media is one of the most famous domestic companies in the United States through its "all media" to spread their own housekeeping services and products.
Review 1999, information technology and communication technology has made rapid progress, the Internet began to start in the worldwide development. Media content through different media forms such as newspapers, magazines, television programs, websites can be performance. However, due to technical constraints, then Martha - Stewart Living Media company did not achieve all media forms, such as mobile TV, outdoor TV. The "media" only stays in the expansion phase, but only to develop new media forms, without emphasis on the integration of "all media" in the traditional media and new media.
edit this paragraph, all media data of the development of the domestic search domestic., the [journal as well as by the private network, I found the domestic Over the same period there have been "all media" Keywords. June 1999, an article in the China Economic Times, "the consumer really free hot? Wrote: "The the personalized market demand will soon become the new trends in the appliance industry, will also consumers new consumer pursuit of hot, diversified and personalized demand is bound to create a new market space. Heavy enjoy enthusiasts pursuit of the all-media, all-digital sound and image effect. "Obviously, the mentioned media enthusiasts pursue sound and image effects confined to the sound and image in the form of dissemination, the feeling from the audience a full range of experience for this "media" is not comprehensive.
while 1999-2007, all walks of life for "all media" mentioned article go beyond that seen during this period that people of all media is intuitive and one-sided understanding. I believe that at this time domestic media are confined to the same with foreign technical constraints, do not get a correct understanding of.
from 2007, "all media" appears in the article are more frequent. November 12, 2007 on the investment project selection "a" Xtel unified communications platform project investment, "a breakthrough in the understanding of the" all-media ":" the Xtel unified communications platform has the following features: all-media communications, support audio, video, instant messaging, cell phone text messaging, application sharing, and other various forms of media. "text" all media communications ", including a variety of media forms today. The development of this kind of progress and full media understanding of information technology and communications technology are inseparable. The editing application status of this paragraph, "all media" in the field of journalism and communication in
2008, "all media" began to emerge in the field of journalism and communication. Many media practitioners have proposed a "media strategy" or "full media positioning. Newspapers, television, radio, publishing, advertising and other industries, "media" showing two ways: First, the "expansion" type media, focus means rich and extensions, such as emerging "media publishing" media advertising ";" converged "media means to develop new media at the same time, pay attention, as has been exploring a variety of media means the combination of more than a year," Media News "Media TV "media broadcasting. Yantai Daily Media Group in March 2008 set a precedent in the country's first to integrate all of our media reporters, the formation of a "Media News" to start the production process from the traditional newspaper to full media works, and a variety of operating platform exploration. The one hand, a single printed newspaper to differentiate into a variety of product forms, such as mobile phones newspapers, digital newspaper; On the other hand, the media production process further subdivided specialization. February
2008 of TD SVA showdown mobile TV GB "article mentioned that mobile TV will become an important form of communication during the Beijing Olympic Games in the year, the CCTV broadcast will also take" all media "external communication. CCTV broadcasts began on July 2, 2009, the "World Weekly", its positioning clearly "media zone, information is to choose. The part responsible for that, for "World Weekly News is only the beginning. Start the information search and the ability to integrate to break different media intervals, opening up unique media Strip, a wealth of information to the audience "select" may show the world and the news of one week behind the world's major news events triggered concerns the value and significance of the "World Weekly.
in the broadcast industry, the 2008 Beijing Olympic Games, China Radio Network to achieve the central station all Olympic coverage broadcast signal synchronization Webcast innovative illustrations, audio and video synchronization multi-point interactive live coverage of the new model, try to broadcast frequency, portals, digital cable broadcast TV, phone, radio and television, the five terminal fusion of the print media. In 2009, the State Administration of Radio, Film and Television was established in China Satellite Mobile Broadcasting Co., Ltd., is responsible for building a nationwide mobile multimedia broadcasting transmission overlay network.
in the publishing industry, the end of 2008, the Lunar New Year movie "non-You Are the One," the same name as the novel "You Are the One," published in "all media" approach starting in Beijing. The domestic since set off an "all media" publishing boom, "Slumdog Millionaire," "My brother called Shun Liu" Books announced the all-media publishing. 2009 in Jinan held the "all-media publishing integrated marketing salon", Chinese online president youngster's Lei so introduce the meaning of the whole media's "all media publishing is the same content simultaneously released in print media, the Internet, mobile phones and hand-held reading devices, etc. media. "Chinese online mentioned 'full media publishing integrated marketing', that is, using a variety of media and various channels issue reading products, cover all possible readers.
in the advertising industry, October 19, 2009, "Chinese computer reported" on the "full media: pointing network big market," the article, author Xiaoqing Fei pointed out, the online advertising with traditional forms of advertising complementary advantages, the formation of "full media. " I believe that, "converged" of full media development to truly discover the value of "all media", more in line with the "all media" connotation.
in the Context of the "all media" forms of media to break the traditional single mode, provide a different way of expression. To select a different expression of the face of a different state. If various means just the repetition of the same angle or just the simple accumulation of different media, it is difficult to produce value-added effect.
edit this paragraph Media Research in the field of journalism and communication of broadcasting history in all media in foreign news has not been mentioned, but in recent years has often been mentioned in our news media scholar or study. China's news media scholar definition of all media is divided into two categories, one class "operating philosophy (mode) said," The other is the "spread morphology that. The representatives of the former School of Journalism professor of Renmin University of China Peng Lan; representatives of the latter Zhou Yang of Nanjing Institute of Politics Military Department of Journalism and Communication. In July,
2009 School of Journalism professor of Renmin University of China Peng Lan "media convergence under the direction of four key changes in explicitly put forward the concept of the" all media ". She pointed out that the full media refers to the overall operation of a business model and strategy, namely the use of all media tools and platforms to build large coverage system. She stressed Overall, the whole media is no longer a single placement of the single form, a single platform, but in a multi-platform, multi-placement, polymorphous dissemination. Newspapers, radio, television, and the network is a common part of the system in this report. In November,
2009 Nanjing Institute of Politics Military Department of Journalism and Communication, Zhou Yang believes that the concept of "all media" from the media, the application level, is the product of "cross-media" in the media toward integration.
Specifically, is the integrated use of various manifestations, such as text, maps, sound, light, electricity, to all-round, three-dimensional display of the dissemination of content, at the same time via text, audio and video, networking, communications, and other means of communication to transmit a new form of dissemination. I believe that the "spread of Patterns" more in line with the connotation of "Media. The full media development is often limited by the information technology and communications technology. It is not a hard and fast single mode, it is an open system. When the growing popularity of the Internet, blogs, podcasts and other popular media forms; while increasing popularity of mobile phones, mobile news, mobile phone novels, mobile TV has swept the world. "Media is constantly embracing the spread of an open form of mature, with the 3G network, the successful development of the 4G network, in turn the many unexpected spread of morphology join, rich media experience of the audience.
summary, "all media" is a result of a variety of media to achieve the depth of integration under conditions of information, communication and network technology, new media forms change propagation patterns.
"media" is to have a variety of media such as text, graphics, images, animation, sound and video in different media forms the basis of the means of expression (paper media, television media, broadcast media, online media, mobile media, etc.) After fusion, to produce a qualitative change the formation of a new communication forms. All media audience segments by providing a variety of ways and a variety of levels of various forms of communication forms, making the audience more timely, more angles, more auditory and visual media experience met. 
several major media development mode
1. Media News mode
Yantai Daily Media Group as the representative. The Group will merge its three major newspaper interview department, set up a full-Media News, corresponds to the Group's internal "news agency".
2. "reported net one" represented by the mode
Hangzhou Daily Press Group. "Hangzhou Daily" and share the same editorial department Hangzhou Daily, with a group of reporters and editors, and run at the same time the two media forms to create a "reported that the network, the network that is reported" mode. The editorial department to increase the network editing process, newspapers, Internet and the two sets of processes in parallel, taking into account the network planning of each topic, newspapers how to report.
3. "network interaction" has become a common practice for the development of new media in the radio and television department mode
network interaction. 2008 during the Olympic Games in Beijing, China Radio Network to achieve the central station all Olympic coverage broadcast signal synchronous online live, innovative illustrations, audio and video synchronization multi-point interactive live coverage of the new model, try a broadcast frequency, portals, digital cable radio and television, mobile phone radio and television, the five terminal fusion of the print media.
television with the combination of the Internet is even more powerful. CCTV network, for example, after 10 years of operation has completed the transition to the domestic mainstream video news site from the CCTV network version.
4. mobile multimedia broadcasting mode established
the State Administration of Radio, Film and Television in the Satellite Mobile Broadcasting Co., Ltd., is responsible for building a nationwide mobile multimedia broadcasting transmission overlay network, and to carry out all the business operations and subsidiaries were set up in the provincial and prefecture-level cities, sub- company. According to the plan, by the end of this year, CMMB will be formed in the country a standardized operating mechanism, The nationwide CMMB's price, tariff, program system will unify.
edit this paragraph, all-media future trends in the development of comprehensive analysis of China's media industry, media development experience, with reference to the advanced practices of foreign media, we believe that the future development of the whole media will show the following trends:
1, the Internet will play an increasingly important role.
2, digital video new media has broad prospects for development and space. An important direction is to expand the traditional media to new media, including network video, digital TV, mobile TV, outdoor displays, including a variety of video media. The future, the development of new media in video will give rise to more content delivery and information services in the form changes, driven by the development process of the entire media industry media.
3, media integration tends to be "chemical changes from shallow to deep, from the physical changes. Focus on a variety of means of communication the full media news parallel applications will be developed to combine a variety of media integration news; simple superposition of the various media organizations, the combination of the new type of organization development for real favor converged media operations; whole media reporters will be a division of labor with segments of professional reporters; media organizations will also be looking for a new market structure with new positioning and business model, build to meet the needs of the whole media system and platform for the dissemination of.
4, with the continuous development of the whole media process, converged at the same time, a variety of media forms, the terminal and its production more professional subdivision.
the one hand, the performance of in differentiation media forms. The single print newspapers differentiated became richer variety of product forms of printing newspapers, phone newspapers, digital newspaper, radio and television to differentiate into network television, mobile phone TV product form. In addition, the diversification of the media terminal brought propagation network differentiation, such as mobile media, e-reader, network television, digital television, were dependent on the transmission network.
the other hand is a specialized segment of the media production process. The era of convergence in the media, due to the production of the complexity of the improved, more likely to lead to specialization and recycling of industrial processes, and packaging of information and platform provider to the tendency of specialization. Now, in the field of digital newspapers, electronic magazines, mobile media, professional trend has emerged.