媒体融合背景下我国传统媒体退出机制的路径探析

Analysis on the Way of the Withdrawal Mechanism of Traditional Media in China Under the Background of Media Convergence

当下,媒体融合成为主流趋势,新媒体不断抢占传统媒体市场份额。由于历经前期爆发式扩张、内容同质等问题,部分传统媒体转型不顺利,出现严重的产能过剩现象,媒体融合发展受阻,陷入改革困局。建立与完善传统媒体退出机制,淘汰落后产能,优化产业结构是传统媒体完成转型发展的必由之路。建立多维度媒体评价体系、强化市场在传统媒体退出机制中的作用、引入国家监管机构的力量,完善退出机制,可为优化传媒业供给侧带来新的构想。应推动传媒业由“集中整治”向常规化、日常化和科学化发展,促进建立以市场化手段为主,政府干预、社会监督并举的传统媒体退出机制。

At present,media convergence has become the mainstream trend,and new media continues to seize the market share of traditional media.With the problems of explosive expansion and content homogeneity in the early stage,some traditional media are not well transformed and have serious overcapacity,which hinders the development of media integration and falls into the reform dilemma.In order to complete the way of transformation and development,it is necessary for traditional media to establish and improve the withdrawal mechanism of traditional media,eliminate outdated production capacity and optimize the industrial structure.Starting from the establishment of a multi-dimensional media evaluation system,strengthening the role of the market in the traditional media withdrawal mechanism,and introducing the power of national regulatory agencies,there will be new ideas for optimizing the supply side of the media industry.Measures should be taken to promote the development of the media industry from“centralized rectification”to a routine and scientific development,and to promote the establishment of a traditional media withdrawal mechanism based on marketbased means,together with government intervention and social supervision.