This year's BIRTV exhibition is themed "Integrated Media, Smart Broadcasting," highlighting that the ultimate goal of media convergence is to build a new generation of mainstream media that is "intelligent." Only by achieving this can we continuously meet audiences' growing demands for content and services, while also gaining a competitive edge in the fierce global media landscape.
 

At the Media Convergence Summit on August 25, the China Film and Television Technology Society and the Media Convergence Promotion Committee of the China Television Artists Association—both industry organizations specializing in broadcasting, film, television technology, and media convergence—jointly released the "2015-2016 China TV Media Convergence Development Report" as a third-party entity. The report clarifies its understanding of "media convergence," emphasizing that "traditional media" and "new media" are relative rather than absolute concepts. In particular, television media, as one of the earliest forms of mass electronic communication, has historically served as a key driver of early globalization—and inherently possesses significant potential for evolution! Through media convergence, traditional media must undergo a comprehensive transformation into entirely new media formats, much like a person transitioning from adolescence to youthhood. This represents distinct stages in media development, not parallel or merely superficial integrations. The report provides an in-depth analysis of emerging media trends and the critical elements shaping TV media convergence. It identifies eight core components essential to this process: user engagement, institutional and operational frameworks, financial resources and capital management, content and product innovation, workflow optimization, technological infrastructure and platform integration, effective business operations, and talent development. Additionally, the report explores the underlying principles governing media convergence, highlighting its evolution from "attention" to "influence." Traditional media, empowered by cutting-edge technologies and innovative operational models, are forging deeper connections with audiences, thereby elevating their impact from mere attention-grabbing capabilities to meaningful influence. Moreover, the report underscores that today’s concept of "influence" extends beyond temporal continuity—it now encompasses how online, interactive, and real-time user participation actively shapes and transforms media value in dynamic digital environments.
He Zong, Chairman of the China Association of Film and Television Technology, introduced the original intention behind compiling the "report," emphasizing that "television media remains the mainstream medium, retaining its unparalleled credibility, authority, and influence—qualities that continue to earn it the highest level of audience recognition. In the foreseeable future, mainstream television outlets will still be the go-to platforms for delivering authoritative voices during critical moments and major events. Moreover, TV media continues to boast robust viewership metrics and a strong position in the advertising market. If we broaden the concept of 'television' to encompass 'video' more broadly, we’ll find that total viewing hours for television programs are actually on the rise."
Li Shudong, Vice President and Secretary-General of the China Television Artists Association and the Media Convergence Promotion Committee, introduced the core evaluation dimensions of the TV Media Convergence Assessment System: 1) Overall strategic assessment; 2) User metrics; 3) Institutional and mechanism reform indicators; 4) New talent development indicators; 5) Content and product innovation metrics; 6) Funding and capital management indicators; 7) Process optimization index; 8) Technology platform integration metrics.
Regarding this, Sun Sucuan, Deputy Director of the Science and Technology Department at China's State Administration of Press, Publication, Radio, Film, and Television, stated that this is the country's first annual report on media convergence in the television sector. Released just two years after the central government introduced its media convergence policy, the report comes at a particularly timely moment and perfectly aligns with the industry's evolving needs. 。 Based on extensive research, the report provides a comprehensive overview and analysis of the current state of media convergence in China's television industry during 2015–2016. It highlights key domestic and international case studies and explores cutting-edge technological approaches driving media integration. The report also examines the broader macroeconomic environment shaping China’s broadcasting and television sector, while identifying critical factors influencing the evolution of media convergence through an analysis of emerging industry trends. Building on this insight, the report introduces a robust evaluation framework for measuring media convergence capabilities. We believe this report will serve as a valuable resource, offering practical insights and guidance for advancing media convergence efforts across the industry.