Media Competition And Co-existence - An empirical approach to understanding China's cross-media market

Along with the economic reform and innovation of information technology, China’s cross media market has changed rapidly in the past decades.

Media Competition and Co-Existence

An Empirical Approach to Understanding China's Cross-Media Market

Weidong ZhengVice President, CVSC-Sofres Media Research, China

Song WangDeputy Director of R&D, CVSC-Sofres Media Research, China

INTRODUCTION

The mass media remains a unique industry providing public services and is expected to inform and to entertain; to reflect and challenge community views; and to report on those accountable for society's smooth functioning. The mass media is also, in the main, a commercial industry, operating in a competitive market. It seeks to satisfy its consumers through content mix and satisfy its advertisers through audience reach (Stempel, 1999).

In...

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