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在探索媒介融合的实现途径方面,英国一直走在欧洲最前沿。2007年12月25日,英国广播公司BBCiplayer播放器正式上线,至此,BBC首次从技术层面上实现了其广播、电视、网站、移动终端等传输渠道的大融合。同时,BBC还根据Web2.0时代受众需求的新变化,进行了整个公司的机构重组和新闻生产机制的改革。这场改革并非增加了一些新的服务,而是要实现从传统的广播媒体到融合媒介的转变。透过BBC的媒介融合实践,不难发现,媒介融合的意义不仅仅是将多种媒体功能汇集到同一设备中,更重要的是不同媒介属性的媒体,以及处在传播链中的不同组织和个人相互配合、协调合作共同建构完善、高效、人性化的信息传播系统。广电媒体与互联网的融合不能主要依靠传播技术的突破,更需要做好多方面的配套工作。
Britain has been at the forefront of Europe in exploring ways to achieve media convergence. December 25, 2007, BBCiplayer player BBC officially launched, thus, the BBC for the first time from a technical level to achieve its radio, television, websites, mobile terminals and other transmission channels of convergence. At the same time, the BBC also carried out the reorganization of the entire company and the reform of the news production mechanism according to the new changes in the needs of the audience in the Web 2.0 era. This reform is not about adding some new services but on moving from the traditional broadcast media to the fusion media. Through BBC’s media convergence practice, it is not difficult to find that the meaning of media convergence is not merely to bring together multiple media functions into the same device. More importantly, media with different media attributes and different organizations in the communication chain Individual mutual cooperation, coordination and cooperation to jointly build a sound, efficient and humane information dissemination system. Radio and television media and the Internet can not rely mainly on the integration of communication technology breakthroughs, but also need to do a good job in many aspects of supporting work.