MCN化:中国广电融合进程中的机遇、壁垒与突破路径

MCN Model:Opportunity, Barriers and Breakthrough Path of Media Convergence in China

近两年中国传统广电逐步加大布局短视频领域,形成广电融合的MCN化趋势。广电拥有的传统优势契合了MCN机构内容生产与运作的特点,是媒体融合纵深化的内在要求。然而,在融合中,广电传媒在内容生产逻辑、运营思维、管理机制、盈利模式还存在一定的困境。未来需要在头部IP孵化、垂直账号开发、跨界合作与产业链开发等方面进行突破。

In recent two years, China’s mainstream media are gradually entering into short video area, forming the MCN trend of radio and television convergence. The traditional advantages of radio and television broadcasting conform to the characteristics of MCN’s content production and operation, and are the internal requirements of the vertical and deepening of media integration. However, in the process of integration, radio and television media still have some difficulties in content production logic, operation thinking, management mechanism and profit model. In the future,breakthroughs should be made in the development of head IP incubation, vertical account, cross-border cooperation and industrial chain development.