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Abstract： This essay mainly focuses on the relationship between the traditional broadcaster and the internet based on the situation in China. The author thinks the internet jeopardizes the survival of traditional broadcasters， but at the same time may provide a massive opportunity for them. This point is analyzed from the challenges the internet issues to traditional broadcasters which are loss audiences and lacing of credibility and the opportunities the internet brings to broadcasters. What’s more， the solutions of how to make traditional broadcaster and internet work together are provided， for example reforming traditional broadcaster， improving the quality of contents， broadening the way of broadcasting and so on. In the end， a method for how to revive traditional media is made to conclude this paper.
Key words： traditional broadcaster， media， internet， competition， cooperation
After years of development in technology， some new terms have appeared in the media industry， such as traditional media， social media and internet， which have raised heated discussions and reflect that the media world is dramatically changing. The invention and development of internet is no doubt the main reason for this revolution and is endangering the existence of traditional broadcasters. However， traditional broadcasters and the internet are intertwined， the traditional media is suffering from the influence of the internet but also benefit from it. Under this contradictory circumstance， the industry is trying to work these two together for a better future of media industry.
The first concept that needs to be clarified is the meaning of broadcaster. What is a broadcaster？ Does it include all the traditional media such as newspaper？ According to the Cambridge dictionary， broadcasters presents two different subjects which are people and organization. As the subject of people， the broadcaster means a person whose job is to speak or appear on radio or television programmes. It can be as an organization which transmits programmes on television or radio or over the internet. From this definition， broadcaster is mainly about the content of videos， audios or characters that are presented on media platforms like television and radio but not exactly including newspaper and other paper media. But， nowadays， most of the media organizations are serving their contents and broadening their business to various platforms. For example， the main releasing channel of People’s Daily is printing and publishing newspapers. Now they developed their own app and opened Wechat subscriptions to post videos and other online contents to attract audiences. Therefore， traditional broadcasters include television and radio as well as other media platforms. The Development of Internet
The invention of the internet dates back to a research commissioned by the federal government of the United States in the 1960s. Since then， more and more people began to use it and it becomes an indispensable part of people’s life. In China， the internet didn’t get developed until the late 90s and has been thriving in the past two decades. According to the 43rd Statistical Report on the China’s internet development that published by CNNIC in 28th February 2019， China’s internet development achieved a lot in the fundamental building， development， cyber safety and other aspects unprecedently. Until December， 2018 the number of netizens reaches to the 829 million which means about 59.6% of total population use internet and increased by 3.8% compared with 2017’s. Among 829 million， about 817 million use mobile to get access to internet. What’s more， it says that in 2018， more and more people cohort the development of internet and the digital gap has been narrowed down and the internet entertainment is getting on the right track and there are 612， 576， 484 million people who use internet video， music and games respectively.
Not only internet means significantly for people’s daily lives but also weights a lot in economy such as e-commerce， security and in media significantly too especially for traditional broadcasters. China’s economy benefits from the development of internet. For example， there is annual shopping festival on 11th November in China. Every year the sales amount would break the record of year before with amazing numbers. In 2017， the sales amount in that day was 168.2 yuan but 213.5 billion yuan in 2018. This shows the great influence the internet does to the economy. It also works to traditional broadcasters with a wave of revolution in media industries.
Theory of Uses and Gratifications
Uses and gratifications is one of the most often cited theories when analyzing people’s habits of using media or why people use a specific kind of media. Oxford dictionary defines Use and Gratifications is ‘a theory of an active audience for journalism and other forms of media output， whereby readers， listeners， viewers， and other users take from media what they want for their own purposes and to meet their own needs， rather than simply absorbing media messages in a passive way’. U&G emerged as to the hypodermic model and other variants of effects arguments that seemed to critics to be so concerned with how the media used people that the possibility of people using the media tended to be little explored. Potential audience uses of media might include a conscious diversion from everyday concerns; the sharing of experiences with other audience members; for personal identification， for example as ‘a Radio 4 listener’ or ‘a Sun reader’; and for obtaining information about society beyond that which can be obtained directly by personal experience. Although the theory originated as a corrective to simplistic assertions about media effects， it has in turn been criticized for simplifying complex relationships， not least by downplaying the possibility that the media help create the perceived ‘needs’ that the same media then purport to meet’. This is a hot academic topic. Yonghwan Kim and other scholars once studied journalists’ Twitter use and relational satisfaction with the public. They employed the use and gratification approach to investigate ‘how journalists perceive relational satisfaction with the public on Twitter， specifically the associations between journalists’ motivations to use Twitter， their Twitter use， and their relational satisfaction with the public’. As for this theory， which is suitable for looking at the relationship between the content provider and audiences also a useful This theory deliberates why and how people use media to gratify their needs and thus the differential patterns of media use or behavior （Katz et al， 1974; Rubin， 2009） . It mainly study how audiences and actions are related together how much people can get from the media is positive with their choice of a certain media. This could be explained with the help of the features of traditional media and internet.
According to the theory， effectiveness is one of the most important factors that cause people’s choice of media. The typical feature of Traditional broadcaster is linear broadcasting compared with internet as non-linear media which means this form of media can be interacted with audiences. This means， in traditional broadcasting media， all the programmes or contents are arranged by the broadcaster， the audiences must accept what they are transmitted which caused less choices and interactivities for audiences. For the media that involved internet， in one way， audiences have more choices in choosing whatever they want to involve at any time. in other way， audiences can comment， repost and share to achieve full involvement in content which enhances the quality of a programmes in a certain level. ‘The ability to watch a show at any time is referred to as time shifted viewing; this can be achieved by either the consumer recording shows with a device such as a PVR for later viewing’， or by the publisher providing content to be selected at will at the viewer's convenience. （Doeven， Jan， 2013）. It satisfy audience’s needs.
Threats
The loss of audiences. One of the typical performances of the traditional media that is harmmed by the application of internet is the loss of audiences especially young audiences. People from different age group have different media using habits. For people who were born in the time of first internet generation between 1978 to 1994 are the group that has highest percentage of using internet. For other people who were born before the internet era which was the broadcasting years， they have lower percentage of people using intermate. However， less young people choose to sit in front of television to receive scheduled programmes. There is no doubt that， the traditional broadcaster is threatened.
According to Tencent[ https：//cloud.tencent.com/info/634c891eaf09bae6a167c7be7bffbc18.html]， the age group between 35-44 is has most people use social media while only about 3% of people who are over 65 years old. This is consistent with the date applied to Chinese audiences as well. So losing young audiences is a global problem. The targeted audiences are young than ever before. Main audiences were born in internet age while the old generation is getting old without knowledge of internet or they are tired of learning new things therefore they stick to the old. The research， teen use of traditional media and internet shows ‘the teen market segment expands and spending power increases’. Now more and more media realize the potential of teen audience market with more and more traditional broadcaster joining the competition to win the new generation or cyber teens （La Ferle， Carrie， 2000）. Jeopardizing the credibility of traditional broadcasters. The most unique characteristic of the Chinese media is influenced by government to a large extent. In one way， the Chinese government had a hard time letting traditional media have completely freedom to grow and keep pace with technology revolutions， which means the traditional media couldn’t react to the industry technology trend immediately without taking prompt measures to cohort with the market. In the other way， facing the fast-grown industry， the government doesn’t have full package of measures to regulate the internet which caused chaos inside traditional broadcasters and issued great challenges to the industries due to credibility problems of content.
Since there is no full package law to regulate internet， the fake news or materials would be easily used and broadcasted by people and even used by traditional broadcasters without checking， which could seriously hurt their reputation. This can be proved by many cases.
In 16th October 2018， there was a passage named the student who plotted Liuqiangdong is arrested reposted by Ifeng news App but the truth is， the report was totally a rumour and the author was arrested because of spreading rumours. Since there is no full package law to regulate internet， the fake news or materials would be easily used and broadcasted by people and even used by traditional broadcasters without checking which could seriously hurt their reputation.
Opportunities
Internet as a distinctive conduit of publics’ views. Traditional broadcasting is linear broadcasting which means audiences have to accept scheduled programmes without discussion or getting involved in the programme. Less interactivity causes audiences turn to other platforms which give them more freedom in participating. The internet however， in turn provides social media platforms and more choices that will allow audiences get involved and fully releases broadcasters’ function of influencing public opinions and receiving feedbacks.
As it has been mentioned， audiences must accept the content that transmitted without interactivities and other choices. In recent years， the traditional broadcaster started realizing it is threatened by social media which stimulated them to make full use of internet to win their audiences back. now， traditional media endeavored to develop their business in internet and explore internet opportunities. For example， the first thing they started is launching apps2 and use internet to develop their online business. There was a research based on the disputations over territories between Japan and China that carried by David Denmark and Andrew Chubb （Denemark， D. & Chubb， A.， 2015） to show that people who rely on traditional media such as radio， state control television and other media to get first hand information then turn to internet for more information. In this case， they tend to have different political opinions to be expressed.
When big politics issues happen， it is always good time to show the cooperation relationship between traditional broadcaster and new media. ‘China’s burgeoning economic and military power has raised a number of issues in recent years that test the national government’s ability to sustain popular support for its foreign policy through the mass media’ （Denemark， D. & Chubb， A.， 2015）. One of the biggest disputations over territories in past few years is who owns Diaoyu/Senkaku island which situated in east China sea with rich nature resources. In 2012， the Japanese government decided to nationalized dive of the islands which arose China’s public anger at temptation to legitimized the illegal occupation of China’s ‘sacred territory. ‘In both instances China’s response involved intensive domestic and international propaganda campaigns to publicize the party-state’s of ?cial position that sovereignty over the islands belongs to China， and to lay the blame on Japan for the crisis. Leading state media， including CCTV， reported the latest developments prominently and， particularly in 2012， commercial media headlines and commentary raised the possibility of military con?ict between China and Japan. In both cases， thousands of Chinese citizens participated in anti-Japan street protests’. What’s more， the public posted hundreds of thousands topics online to protest which were used as broadcasters materials of the report of this case.
In their Denmarks’s research， the fact is young are especially likely to use Internet sources of political news， and far less likely than their older counterparts to use the traditional media： television and newspapers. While 45% of the young use at least one Internet source ‘often’ for their political information on China’s maritime disputes， only 22% of those aged 24 and older do so. At the same time， only 46% of the young often get such information from television， compared with 63% of those in the older age category. Similarly， with newspapers， only 13% of the young use print media often for information on maritime disputes， while 30% of those aged 25 and older do so. Clearly， Young people are disproportionately likely to turn to online sources for their news and information on this issue’. In short， the traditional media such as Xinhua News Agency used internet as a method to realize its function of serving the government with a successful propaganda. In media perspective， governments aim to win propaganda war by using media platforms. Leaders often develop new tools to propagandize to achieve its political aims.
Conclusions
There are a lot can be done to connect traditional broadcaster with internet.
Producing quality content. More and more traditional broadcasters are building up their content. For example， China Media Group is leading the role in reforming itself. China media group was mergered by two media group in 2018. This action is to reduce the threats that brought by internet embrace new times. The China group still insists on the concept they’ve been following for years and promote innovative thinking method to influence people. another aspect the media group has reformed that， always remember its origin， remodel news value and lead public opinion on internet. Traditional media leading public opinion on internet doesn’t have to follow what the new media is exactly doing which is transmitting a huge amount of content that squeezes the room for public opinion. The China media group is been trying to connect audiences with high quality content which shows traditional media’s quality in order to construct internet transmission order， this requires enhancing the ability of setting agenda.
Regulate the development of internet. One big problem of the development of internet that worries the public is the credibility of the content that produced or presented by the internet， traditional media had power， money resources to do research for good contents and to improve the quality. However， things are different nowadays. since everybody is citizen journalist， everybody can be involved I the media. There is hard to identify what content that is broadcasted online is 100% true which raises great concern in recent years. Therefore， when pay attention to the development of internet， the organizers strengthen its management on regulating internet to push it become more like set rules which will help improve the while industry too.
The whole industries’ future is still promising. What need to do is to conquer the disadvantages of internet but using the advantages of traditional broadcasters have to promote the whole industries’ development.
References
[1]Anon， 2012. How traditional media can make money off the Internet. Facts For You， pp.Facts For You， May 5， 2012. [2]Ayyad， Khayrat， 2011. Internet usage vs traditional media usage among university students in the United Arab Emirates. Journal of Arab & Muslim Media Research， 4（1）， pp.41–61.
[3]Denemark， D. & Chubb， A.， 2015. Citizen attitudes towards China's maritime territorial disputes. Information， Communication & Society， 19（1）， pp.1–21.
[4]Doeven， Jan （2013）. "Trends in Broadcasting： An overview of developments" （PDF）. itu.int. International Telecommunication Union. Archived from the original （PDF） on 2016-04-26. Retrieved 2016-04-25.
[5]Hicks et al.， 2012. Why people use Yelp.com： An exploration of uses and gratifications. Computers in Human Behavior， 28（6）， pp.2274–2279.
[6]Katz， E.， Blumler， J.， & Gurevitch， M. （1974）. Utilization of mass communication by the individual. In J. G. Blumler & E. Katz （Eds.）， The uses of mass communications： Current perspectives on gratifications research （pp. 19–32）. Beverly Hills， CA： Sage.
[7]La Ferle， Carrie， 2000. Teens' Use of Traditional Media and the Internet. Journal of Advertising Research， 40（3）， pp.55–66.
[8]Leong， Elaine K. F.， Huang， Xueli & Stanners， Paul-John， 19·98. Comparing the Effectiveness of the Web Site with Traditional Media. Journal of Advertising Research， 38（5）， pp.44–51.
[9]Rubin， A. M. （2009）. Uses-and-gratifications perspective on media effects. In J. Bryant & M.B. Oliver （Eds.）， Media effects： Advances in theory and research （pp. 165–184）. New York， NY and London， UK： Routledge.
[10]Tambouris， Efthimios; Macintosh， Ann; Bruijn， Hans， 2011. Electronic Participation， 6847.
[11]Yoon， Sung-Joon&Kim，Joo-Ho，2001.Is the internet more effective than traditional media？ Factors affecting the choice of media. Journal of Advertising Research， 41（6）， pp.53-60.
Key words： traditional broadcaster， media， internet， competition， cooperation
After years of development in technology， some new terms have appeared in the media industry， such as traditional media， social media and internet， which have raised heated discussions and reflect that the media world is dramatically changing. The invention and development of internet is no doubt the main reason for this revolution and is endangering the existence of traditional broadcasters. However， traditional broadcasters and the internet are intertwined， the traditional media is suffering from the influence of the internet but also benefit from it. Under this contradictory circumstance， the industry is trying to work these two together for a better future of media industry.
The first concept that needs to be clarified is the meaning of broadcaster. What is a broadcaster？ Does it include all the traditional media such as newspaper？ According to the Cambridge dictionary， broadcasters presents two different subjects which are people and organization. As the subject of people， the broadcaster means a person whose job is to speak or appear on radio or television programmes. It can be as an organization which transmits programmes on television or radio or over the internet. From this definition， broadcaster is mainly about the content of videos， audios or characters that are presented on media platforms like television and radio but not exactly including newspaper and other paper media. But， nowadays， most of the media organizations are serving their contents and broadening their business to various platforms. For example， the main releasing channel of People’s Daily is printing and publishing newspapers. Now they developed their own app and opened Wechat subscriptions to post videos and other online contents to attract audiences. Therefore， traditional broadcasters include television and radio as well as other media platforms. The Development of Internet
The invention of the internet dates back to a research commissioned by the federal government of the United States in the 1960s. Since then， more and more people began to use it and it becomes an indispensable part of people’s life. In China， the internet didn’t get developed until the late 90s and has been thriving in the past two decades. According to the 43rd Statistical Report on the China’s internet development that published by CNNIC in 28th February 2019， China’s internet development achieved a lot in the fundamental building， development， cyber safety and other aspects unprecedently. Until December， 2018 the number of netizens reaches to the 829 million which means about 59.6% of total population use internet and increased by 3.8% compared with 2017’s. Among 829 million， about 817 million use mobile to get access to internet. What’s more， it says that in 2018， more and more people cohort the development of internet and the digital gap has been narrowed down and the internet entertainment is getting on the right track and there are 612， 576， 484 million people who use internet video， music and games respectively.
Not only internet means significantly for people’s daily lives but also weights a lot in economy such as e-commerce， security and in media significantly too especially for traditional broadcasters. China’s economy benefits from the development of internet. For example， there is annual shopping festival on 11th November in China. Every year the sales amount would break the record of year before with amazing numbers. In 2017， the sales amount in that day was 168.2 yuan but 213.5 billion yuan in 2018. This shows the great influence the internet does to the economy. It also works to traditional broadcasters with a wave of revolution in media industries.
Theory of Uses and Gratifications
Uses and gratifications is one of the most often cited theories when analyzing people’s habits of using media or why people use a specific kind of media. Oxford dictionary defines Use and Gratifications is ‘a theory of an active audience for journalism and other forms of media output， whereby readers， listeners， viewers， and other users take from media what they want for their own purposes and to meet their own needs， rather than simply absorbing media messages in a passive way’. U&G emerged as to the hypodermic model and other variants of effects arguments that seemed to critics to be so concerned with how the media used people that the possibility of people using the media tended to be little explored. Potential audience uses of media might include a conscious diversion from everyday concerns; the sharing of experiences with other audience members; for personal identification， for example as ‘a Radio 4 listener’ or ‘a Sun reader’; and for obtaining information about society beyond that which can be obtained directly by personal experience. Although the theory originated as a corrective to simplistic assertions about media effects， it has in turn been criticized for simplifying complex relationships， not least by downplaying the possibility that the media help create the perceived ‘needs’ that the same media then purport to meet’. This is a hot academic topic. Yonghwan Kim and other scholars once studied journalists’ Twitter use and relational satisfaction with the public. They employed the use and gratification approach to investigate ‘how journalists perceive relational satisfaction with the public on Twitter， specifically the associations between journalists’ motivations to use Twitter， their Twitter use， and their relational satisfaction with the public’. As for this theory， which is suitable for looking at the relationship between the content provider and audiences also a useful This theory deliberates why and how people use media to gratify their needs and thus the differential patterns of media use or behavior （Katz et al， 1974; Rubin， 2009） . It mainly study how audiences and actions are related together how much people can get from the media is positive with their choice of a certain media. This could be explained with the help of the features of traditional media and internet.
According to the theory， effectiveness is one of the most important factors that cause people’s choice of media. The typical feature of Traditional broadcaster is linear broadcasting compared with internet as non-linear media which means this form of media can be interacted with audiences. This means， in traditional broadcasting media， all the programmes or contents are arranged by the broadcaster， the audiences must accept what they are transmitted which caused less choices and interactivities for audiences. For the media that involved internet， in one way， audiences have more choices in choosing whatever they want to involve at any time. in other way， audiences can comment， repost and share to achieve full involvement in content which enhances the quality of a programmes in a certain level. ‘The ability to watch a show at any time is referred to as time shifted viewing; this can be achieved by either the consumer recording shows with a device such as a PVR for later viewing’， or by the publisher providing content to be selected at will at the viewer's convenience. （Doeven， Jan， 2013）. It satisfy audience’s needs.
Threats
The loss of audiences. One of the typical performances of the traditional media that is harmmed by the application of internet is the loss of audiences especially young audiences. People from different age group have different media using habits. For people who were born in the time of first internet generation between 1978 to 1994 are the group that has highest percentage of using internet. For other people who were born before the internet era which was the broadcasting years， they have lower percentage of people using intermate. However， less young people choose to sit in front of television to receive scheduled programmes. There is no doubt that， the traditional broadcaster is threatened.
According to Tencent[ https：//cloud.tencent.com/info/634c891eaf09bae6a167c7be7bffbc18.html]， the age group between 35-44 is has most people use social media while only about 3% of people who are over 65 years old. This is consistent with the date applied to Chinese audiences as well. So losing young audiences is a global problem. The targeted audiences are young than ever before. Main audiences were born in internet age while the old generation is getting old without knowledge of internet or they are tired of learning new things therefore they stick to the old. The research， teen use of traditional media and internet shows ‘the teen market segment expands and spending power increases’. Now more and more media realize the potential of teen audience market with more and more traditional broadcaster joining the competition to win the new generation or cyber teens （La Ferle， Carrie， 2000）. Jeopardizing the credibility of traditional broadcasters. The most unique characteristic of the Chinese media is influenced by government to a large extent. In one way， the Chinese government had a hard time letting traditional media have completely freedom to grow and keep pace with technology revolutions， which means the traditional media couldn’t react to the industry technology trend immediately without taking prompt measures to cohort with the market. In the other way， facing the fast-grown industry， the government doesn’t have full package of measures to regulate the internet which caused chaos inside traditional broadcasters and issued great challenges to the industries due to credibility problems of content.
Since there is no full package law to regulate internet， the fake news or materials would be easily used and broadcasted by people and even used by traditional broadcasters without checking， which could seriously hurt their reputation. This can be proved by many cases.
In 16th October 2018， there was a passage named the student who plotted Liuqiangdong is arrested reposted by Ifeng news App but the truth is， the report was totally a rumour and the author was arrested because of spreading rumours. Since there is no full package law to regulate internet， the fake news or materials would be easily used and broadcasted by people and even used by traditional broadcasters without checking which could seriously hurt their reputation.
Opportunities
Internet as a distinctive conduit of publics’ views. Traditional broadcasting is linear broadcasting which means audiences have to accept scheduled programmes without discussion or getting involved in the programme. Less interactivity causes audiences turn to other platforms which give them more freedom in participating. The internet however， in turn provides social media platforms and more choices that will allow audiences get involved and fully releases broadcasters’ function of influencing public opinions and receiving feedbacks.
As it has been mentioned， audiences must accept the content that transmitted without interactivities and other choices. In recent years， the traditional broadcaster started realizing it is threatened by social media which stimulated them to make full use of internet to win their audiences back. now， traditional media endeavored to develop their business in internet and explore internet opportunities. For example， the first thing they started is launching apps2 and use internet to develop their online business. There was a research based on the disputations over territories between Japan and China that carried by David Denmark and Andrew Chubb （Denemark， D. & Chubb， A.， 2015） to show that people who rely on traditional media such as radio， state control television and other media to get first hand information then turn to internet for more information. In this case， they tend to have different political opinions to be expressed.
When big politics issues happen， it is always good time to show the cooperation relationship between traditional broadcaster and new media. ‘China’s burgeoning economic and military power has raised a number of issues in recent years that test the national government’s ability to sustain popular support for its foreign policy through the mass media’ （Denemark， D. & Chubb， A.， 2015）. One of the biggest disputations over territories in past few years is who owns Diaoyu/Senkaku island which situated in east China sea with rich nature resources. In 2012， the Japanese government decided to nationalized dive of the islands which arose China’s public anger at temptation to legitimized the illegal occupation of China’s ‘sacred territory. ‘In both instances China’s response involved intensive domestic and international propaganda campaigns to publicize the party-state’s of ?cial position that sovereignty over the islands belongs to China， and to lay the blame on Japan for the crisis. Leading state media， including CCTV， reported the latest developments prominently and， particularly in 2012， commercial media headlines and commentary raised the possibility of military con?ict between China and Japan. In both cases， thousands of Chinese citizens participated in anti-Japan street protests’. What’s more， the public posted hundreds of thousands topics online to protest which were used as broadcasters materials of the report of this case.
In their Denmarks’s research， the fact is young are especially likely to use Internet sources of political news， and far less likely than their older counterparts to use the traditional media： television and newspapers. While 45% of the young use at least one Internet source ‘often’ for their political information on China’s maritime disputes， only 22% of those aged 24 and older do so. At the same time， only 46% of the young often get such information from television， compared with 63% of those in the older age category. Similarly， with newspapers， only 13% of the young use print media often for information on maritime disputes， while 30% of those aged 25 and older do so. Clearly， Young people are disproportionately likely to turn to online sources for their news and information on this issue’. In short， the traditional media such as Xinhua News Agency used internet as a method to realize its function of serving the government with a successful propaganda. In media perspective， governments aim to win propaganda war by using media platforms. Leaders often develop new tools to propagandize to achieve its political aims.
Conclusions
There are a lot can be done to connect traditional broadcaster with internet.
Producing quality content. More and more traditional broadcasters are building up their content. For example， China Media Group is leading the role in reforming itself. China media group was mergered by two media group in 2018. This action is to reduce the threats that brought by internet embrace new times. The China group still insists on the concept they’ve been following for years and promote innovative thinking method to influence people. another aspect the media group has reformed that， always remember its origin， remodel news value and lead public opinion on internet. Traditional media leading public opinion on internet doesn’t have to follow what the new media is exactly doing which is transmitting a huge amount of content that squeezes the room for public opinion. The China media group is been trying to connect audiences with high quality content which shows traditional media’s quality in order to construct internet transmission order， this requires enhancing the ability of setting agenda.
Regulate the development of internet. One big problem of the development of internet that worries the public is the credibility of the content that produced or presented by the internet， traditional media had power， money resources to do research for good contents and to improve the quality. However， things are different nowadays. since everybody is citizen journalist， everybody can be involved I the media. There is hard to identify what content that is broadcasted online is 100% true which raises great concern in recent years. Therefore， when pay attention to the development of internet， the organizers strengthen its management on regulating internet to push it become more like set rules which will help improve the while industry too.
The whole industries’ future is still promising. What need to do is to conquer the disadvantages of internet but using the advantages of traditional broadcasters have to promote the whole industries’ development.
References
[1]Anon， 2012. How traditional media can make money off the Internet. Facts For You， pp.Facts For You， May 5， 2012. [2]Ayyad， Khayrat， 2011. Internet usage vs traditional media usage among university students in the United Arab Emirates. Journal of Arab & Muslim Media Research， 4（1）， pp.41–61.
[3]Denemark， D. & Chubb， A.， 2015. Citizen attitudes towards China's maritime territorial disputes. Information， Communication & Society， 19（1）， pp.1–21.
[4]Doeven， Jan （2013）. "Trends in Broadcasting： An overview of developments" （PDF）. itu.int. International Telecommunication Union. Archived from the original （PDF） on 2016-04-26. Retrieved 2016-04-25.
[5]Hicks et al.， 2012. Why people use Yelp.com： An exploration of uses and gratifications. Computers in Human Behavior， 28（6）， pp.2274–2279.
[6]Katz， E.， Blumler， J.， & Gurevitch， M. （1974）. Utilization of mass communication by the individual. In J. G. Blumler & E. Katz （Eds.）， The uses of mass communications： Current perspectives on gratifications research （pp. 19–32）. Beverly Hills， CA： Sage.
[7]La Ferle， Carrie， 2000. Teens' Use of Traditional Media and the Internet. Journal of Advertising Research， 40（3）， pp.55–66.
[8]Leong， Elaine K. F.， Huang， Xueli & Stanners， Paul-John， 19·98. Comparing the Effectiveness of the Web Site with Traditional Media. Journal of Advertising Research， 38（5）， pp.44–51.
[9]Rubin， A. M. （2009）. Uses-and-gratifications perspective on media effects. In J. Bryant & M.B. Oliver （Eds.）， Media effects： Advances in theory and research （pp. 165–184）. New York， NY and London， UK： Routledge.
[10]Tambouris， Efthimios; Macintosh， Ann; Bruijn， Hans， 2011. Electronic Participation， 6847.
[11]Yoon， Sung-Joon&Kim，Joo-Ho，2001.Is the internet more effective than traditional media？ Factors affecting the choice of media. Journal of Advertising Research， 41（6）， pp.53-60.