Keywords
Abstract
Digital media is reshaping China’s media landscape faster than anticipated. Television news, once the primary information source, now struggles to maintain relevance among younger audiences who prefer short-form video platforms. This paper examines how broadcasters are responding through four adaptive strategies: entertainment-influenced storytelling, short-video platform distribution, comment-driven agenda setting, and online-offline integration. Through case study analysis of representative Chinese television stations, including Hunan TV and regional broadcasters, combined with industry reports and observational data, the research reveals both opportunities and contradictions in television’s digital transformation. The findings suggest that successful adaptation requires television to find new ways to engage audiences while maintaining journalistic credibility, rather than simply copying digital platforms.
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