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传统媒体借数字化增值以延伸品牌效应,拓展生存空间,已成为媒体产业共识。如何在充分发挥新媒体技术功能基础上实现信息资源的有效整合并吸引新一代互联网观众,这考验着从业者的智慧。本文试图以MSNBC.com为研究对象,分析其数字化信息整合模式是如何适应传播结构变化,从而为思考具有普遍意义的电视新闻网的多媒体传播战略提供参考。
Traditional media by digital value-added to extend the brand, expanding living space, has become the media industry consensus. How to make full use of the new media technology functions based on the effective integration of information resources and attract a new generation of Internet viewers, which tests the wisdom of practitioners. This article tries to take MSNBC.com as the research object and analyzes how its digital information integration mode adapts to the change of the communication structure so as to provide reference for thinking about the multimedia communication strategy of the television news network which has universal meaning.