In macro terms, the “TV +†concept can be extended to include other media or industry forms at a similar level to traditional television, such as the internet, radio, films, newspapers, and magazines. This approach reflects the evolving nature of media in the digital age, where convergence is not just possible but necessary for survival and growth.
From a micro perspective, the “+†in “TV +†can also represent new elements, ideas, and methods that bring fresh energy into television. These might include interactive features, innovative marketing strategies, or new forms of audience engagement. By integrating these modern approaches, TV can stay relevant and continue to captivate its viewers.
Under the premise of leveraging its own strengths, TV should focus on building its "two micro-ends"—WeChat, Weibo, and mobile apps—to use new media platforms to revitalize itself, expand communication channels, and enhance influence. The integration of “Internet +†has already led to the rise of models like “Broadcast +†and “TV +,†showing that traditional media can evolve by embracing new technologies.
Television still holds a unique position in society as the voice of the party and the nation, with a level of trust that the internet cannot replicate. It has a long history of development, accumulating unique advantages through time and experience. If leveraged effectively, these strengths combined with new media expansion can lead to a bright future in the digital era.
By injecting new elements into new formats, the concept of “TV +†can transform the way audiences engage with television. If declining sales reflect a drop in ratings, then adopting a “TV +†strategy could be a smart move to reverse the trend.
The term “TV +†itself signals the desire of traditional media to innovate and surpass itself in the integrated media era. While the path ahead may not yet be clear, the methodology of “TV +†offers many opportunities for growth and transformation.
“+ Productâ€: In the age of new media, where viewer preferences are becoming more diverse and personalized, simply offering standard content is no longer enough. By introducing service-based products, TV can shift the user experience from passive watching to active interaction, making TV more engaging and part of everyday life.
“+ Performing Artsâ€: Whether it’s “Internet +â€, “Broadcast +â€, or “TV +â€, the “+†represents cross-border thinking, which often leads to innovation. This encourages television stations to explore what else they can do beyond traditional broadcasting—partnering with different industries and exploring new possibilities.
“+ Festivalâ€: With the help of new media technologies, TV stations can now reach audiences beyond the screen, using social events and holidays to build stronger fan bases and create more interactive experiences.
“+ Brandâ€: While product lines and performances can boost short-term visibility, long-term success depends on building a strong brand. By aligning with public welfare initiatives and leveraging their unique characteristics, TV stations can gain both brand recognition and social impact.
To achieve deep integration, traditional media must not just merge with new media, but complement each other. TV has unique advantages such as credibility, high-quality production, and in-depth news coverage. Its scheduled programming creates a sense of ritual and expectation among viewers—something new media struggles to match.
Strengthening the construction of “two micro-ends†allows TV stations to use social media and mobile apps to expand their reach and influence. For example, the “Central Kitchen†model enables one-time content collection, multi-platform publishing, and full-screen broadcasting, achieving a 360-degree media presence across devices.
Cooperation with new media is crucial. High-quality TV shows remain a key asset for video platforms, and competition for top-rated programs is fierce. Those who create meaningful, content-rich shows will stand out in this landscape.
Integration with e-commerce also presents new opportunities. Television’s role as an information carrier gives it significant social influence and credibility. As the saying goes, “The most valuable thing is not traffic, but fans.â€
For true integration between TV and new media, it’s essential to achieve a “chemical reaction†rather than a mere “physical overlay.†TV shouldn’t be overshadowed by new media, nor should they exist as separate entities. Instead, they should work together in a way that drives mutual growth.
Ultimately, the biggest challenge for TV is maintaining its audience despite changing formats. No matter how much technology evolves, good content remains the key. Through continuous innovation and strategic integration, TV and new media can move beyond simple coexistence to true deep integration, creating a sustainable and impactful future.
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