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...