Industry Leaders Weigh Up The Challenges and Potential of New Media Integration

Although traditional TV has been challenged by new media over the past decade, the two can still achieve a win-win situation in terms of integration of content in many fields, experts told the Oriental Creation-Cross-Border Integration of the Content Industry seminar.

They also shared their experiences of operating in the cross-border content industry, and explored cooperative and innovative content modes in this cross-media era.

Yang Wenhong, vice president of Shanghai Media Group, said many of its popular TV entertainment shows have involved collaboration with Internet communities to generate audience participation and interactivity.

"We have already launched a 3D online platform for Dragon TV\'s dating show \'One Out Of 100\' which enables Netizens to communicate with singles on the show," she said.

The chief editor of Youku.com, Zhu Xiangyang, said the boundary between TV and new media had become blurred and a cross-media content trend was taking shape.

"We plan to promote our ingenious micro-cinema products made by grassroots directors through TV and cinema platform in the near future," he said.

Rebecca Yang, CEO of IPCN, noted that people will be moved mostly by shows which have the power to stir human emotions and in which there are deep concerns about the destiny of mankind. Yang\'s production company helps bring creative new TV program formats to China for companies like Endemol and Fremantle Media.

About 100 proposals of different genres will be presented and judged at the 2nd "Oriental Creation" Bidding Conference for the TV Format today. Entries with the most market potential and suitability for multi-screen broadcast will be selected for the chance to be made into real screen productions in collaboration with local TV channels.