УДК 659

The Television Industry in the New Media Era: Challenges, Responses, and Future Development

Хэжань Жэхэти – магистр филологического факультета Российского университета дружбы народов.

Abstract: This paper explores the impact of new media on the television industry, focusing on challenges like changing viewer habits, loss of ad revenue, content dispersal, and the need for technological innovation. It discusses strategies for adaptation, including digital transformation, content innovation, multi-platform integration, and audience engagement. The paper concludes by highlighting the importance of continuous adaptation and innovation in content and marketing for the TV industry to remain competitive and influential in the new media era.

Keywords: New Media; Television Industry; Digital Transformation; Content Innovation; Audience Interaction.

In the fast-evolving landscape of media and entertainment, the traditional TV industry finds itself at a critical juncture. The advent of new media, characterized by the internet, streaming platforms, and digital technology, has not only transformed how content is created and consumed but has also posed unprecedented challenges for traditional broadcasters.


1.1Audience Dispersion:

Diverse Content Platforms: With the development of the internet and mobile technologies, audiences can now access video content through various platforms, including streaming services (such as Netflix, Amazon Prime Video, Hulu), social media platforms (such as YouTube, TikTok), and traditional cable and satellite TV. These platforms provide a wide range of content choices, leading to audience attention being divided among multiple sources.

Personalized Content Recommendations: Many streaming services use algorithms to provide personalized content recommendations to users. This means that each viewer has a tailored watching list, further encouraging viewers to turn towards content more relevant to them personally, rather than focusing on traditional TV programs aimed at a broad audience.

Popularity of Short Videos and Fragmented Content: The rise of short video platforms like TikTok and Instagram Reels reflects a preference for quick, short entertainment content among audiences. This fragmented viewing style contrasts with the traditional long-duration viewing mode of TV programs.

Media Preferences of the New Generation: Younger generations, especially Millennials and Generation Z, prefer obtaining entertainment and news content through internet platforms rather than traditional TV. Their media consumption habits and preferences challenge the traditional TV industry.

1.2 Decrease in Advertising Revenue

Audience Shift to Digital Platforms: As more audiences shift to digital platforms, such as streaming services and social media, the number of people watching traditional TV decreases. As advertisers follow the audience, the amount and effectiveness of traditional TV advertising are consequently impacted.

Reallocation of Advertising Budgets: Advertisers are beginning to shift their budgets from traditional TV to digital platforms, especially those capable of providing more precise audience targeting and advertising performance tracking. This means a decrease in TV advertising revenue and an increase in digital advertising revenue.

Changing Attitudes Towards Advertising: Modern audiences have a lower tolerance for advertising, especially after becoming accustomed to the ad-free or reduced-ad viewing experiences offered by subscription services (like Netflix, Amazon Prime). This has increased the difficulty for TV advertisements to capture audience attention.

1.3 Limited Information Dissemination Capacity of Traditional TV Industry

Fixed Broadcast Time and Channel Limitations: Traditional TV typically has fixed broadcast times and a limited number of channels, which means that only a limited number of programs can be broadcast at any given time. In contrast, digital platforms can provide more content and more flexible viewing options.

Limitation on Content Diversity: Due to the limited broadcast time and channel resources, traditional TV often needs to select programs that appeal to a broader audience, which may limit the diversity and depth of content. On internet platforms, viewers can choose from a wide variety of content, including those targeted at niche markets and specific interests.

Limitations on Update Speed and Timeliness: The information update speed of traditional TV is generally slower than the internet. For example, in news reporting, online news can be updated in real time, while TV news is limited by fixed broadcast times.

2.Response Strategies

2.1 Multi-Platform Integration Strategy.

Collaborating with existing digital platforms. Content Distribution: Collaborate with existing streaming services like Netflix, Amazon Prime Video, etc., to distribute TV content on these platforms.

Multi-Channel Content Distribution. Cross-Platform Content Publishing: Ensure content is viewable across multiple devices and platforms, such as smart TVs, computers, tablets, and smartphones.

Data-Driven Content Strategy. Audience Data Analysis: Use data collected from various platforms to analyze viewer behavior and preferences, guiding content creation and marketing strategies. Through these strategies, the traditional TV industry can effectively integrate multiple platforms, not only expanding its audience base but also enhancing interaction and engagement with viewers, thus maintaining competitiveness in the digital age.

2.2 Diversifying Revenue Streams

To address the challenges of the new media era, the traditional TV industry needs to explore and develop diversified revenue sources.

Subscription Models: develop or enhance their streaming services, introducing subscription models that offer exclusive content or priority access to attract paying subscribers. Provide multi-tier subscription options, including basic and premium subscriptions, the latter potentially including more content, ad-free experiences, or additional services.

Content Licensing and Distribution: License high-quality content to TV networks and streaming platforms in other countries or regions to earn licensing fees. Collaborate with international media groups to distribute original programs or movies, and participate in international co-production projects.

Advertising Innovations: Explore advertising forms that integrate more closely with content, such as brand placement, sponsored programs, or native advertising. Utilize digital platforms (like streaming services and social media) for more precise ad targeting and performance tracking.

Value-Added Services and Paid Content: Develop value-added services, such as premium channel subscriptions, special program packages, or pay-per-view (PPV) options for specific programs. Offer PPV services, especially for large-scale events like sports matches, concerts, or special shows.

Merchandising: Leverage popular shows or brands to develop merchandise, such as apparel, toys, books, or games. Sell these products online or offline to create new revenue streams.

Partnerships and Brand Collaborations: Establish partnerships with businesses to co-develop themed programs, events, or marketing campaigns. Explore cross-industry collaboration opportunities, such as joint promotions with the travel, retail, or tech industries.

2.3 Continuous Training and Talent Development

In the era of new media, continuous training and talent development are especially crucial for the traditional TV industry to ensure that the team adapts to technological changes and evolving market demands.

Technical Skills Training: Provide employees with regular training on the latest technologies, including digital editing software, new media tools, data analysis platforms, etc. Train the technical team in advanced broadcasting and streaming technologies, ensuring they can effectively use and maintain the latest equipment.

Digital Media and Social Media Training: Train employees on how to effectively use social media and digital platforms for content promotion and audience engagement. Teach best practices, such as content optimization, digital rights management, and online community building.

Creative and Content Creation Training: Offer training in creative thinking and innovative storytelling skills to help content creators adapt to diversified and personalized content demands. Explore new program formats and narrative styles, such as interactive storytelling, cross-media narratives, etc.

Market Trends and Audience Insights Training: Teach how to analyze market trends and audience data to better understand target audience groups and their needs. Regularly share industry reports and case studies to help the team understand market dynamics and best practices.

Leadership and Management Training: Provide leadership training to the management, especially in change management and cross-team collaboration. Develop the next generation of leaders, focusing on diversity in thinking and innovation-driven leadership styles.

Internship and Apprenticeship Programs: Establish internship and apprenticeship programs to attract young talent and help them grow rapidly through practical learning. Offer cross-departmental rotation opportunities to help employees understand different business areas, broadening their skills and perspectives.

By implementing these strategies, the TV industry can ensure its employees have the skills and knowledge required to meet the challenges of new media, while also cultivating key talent for future industry development.

3.Future Development Directions

3.1 Strengthening Word-of-Mouth Awareness for Programs

In the face of the vast information available on the internet, TV programs need to strive for credibility and authority in their disseminated information. They must pursue rigorous and authoritative content, as failing to do so could result in losing public trust. Additionally, TV programs should avoid showcasing violence and gore or other harmful content, and instead rely on the trustworthiness of their information to ensure survival and development.

3.2 Enhancing Audience Stickiness

In evaluating TV programs, in addition to considering ratings, it is also important to observe audience loyalty. Encourage show hosts to establish personal public accounts and use humanized approaches to gain recognition from different levels of audiences. Integrate audiences through platforms like WeChat to create brand program circles. Finally, launch a series of targeted promotional activities based on audience characteristics to satisfy their inner needs.

3.3 Fully Utilizing Data Collection and Analysis

With the rapid development of the internet and the exponential growth of information, massive data has become a crucial resource. For TV programs, the introduction of internet big data makes it easier to obtain previously difficult-to-access feedback. Big data, as a technological innovation, represents a new way of thinking. From conception to broadcast, TV programs can leverage big data analysis to formulate effective strategies. For instance, in the planning stage, analyzing audience information and program feedback ensures that the content aligns more closely with audience preferences. During production and broadcasting, creators can adjust content based on audience needs, thus producing programs that resonate with viewers.

ConclusionThis paper analyzes the challenges faced by the traditional TV industry in the new media era and proposes response strategies. Key challenges include audience dispersion, declining advertising revenue, and limited information dissemination capacity of traditional TV. To address these challenges, the paper suggests strategies like multi-platform integration, diversification of revenue sources, and continuous employee training and talent development. The paper also points out that the TV industry should strengthen program credibility, enhance audience loyalty, and fully utilize data collection and analysis to adapt to the new media environment and maintain competitiveness.


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