Author(s)

Zimo Zhang

Corresponding Author

Zimo Zhang

ABSTRACT

Traditional broadcasters face an unprecedented challenge as a result of the rapid growth of new media. This article examines the current state of Chinese broadcasters through the lens of multiple-channel networks (MCNs) and makes recommendations for their future development. Broadcasters in China are now experimenting with multi-channel distribution by collaborating with short-form video and streaming platforms, but other platforms, rather than broadcasters, are gaining the primary channel. As a result, this paper proposes that, in order to complete the transformation in the new media era, Chinese mainstream broadcasters should now achieve multi-channel distribution of television content through multi-channel regulation, talent absorption, and content reform.

KEYWORDS

Chinese mainstream broadcasters, multi-channel network paradigm, new media