关键词: 关键词： 传媒业, 媒体融合, 新模式, 新问题, 新趋势

Abstract: It has been more than six years since media convergence was promoted as a national strategy. Looking back on the six years of practical exploration and a lifeanddeath struggle, we see that China’s traditional media industry has made commendable efforts in media convergence after experiencing new models such as “central kitchen”, “platform integration”, “separation of production from broadcasting” and “mixed ownership”. Entering the second half of the Internet development, China’s media industry is confronted with new problems such as predicaments in profit models, transfer of communication power, worsening brain drain and institutional constraints, which need to be addressed urgently. In the coming era of intelligence, China’s media industrial pattern will undergo dramatic changes, featuring such trends as the accelerated disappearance of media boundaries, the ubiquity of artificial intelligence, the turnaround of system reform and the enhancement of copyright protection. In short, media convergence does not believe in tears, but only in trends.

Key words: Key words： media industry, media convergence, new models, new problems, new trends