Media technological innovations serve as a catalyst for the evolution of media ecology and the new media technologies featured by digitization have greatly transformed the operating model and communication philosophies of large media groups. Through new media technology, they realized a deep integration of content and platforms; they took advantage of the business realignment to realize the convergence of different media, which further consolidated their predominance in international communication order. When cloud computing is the norm in the digital technology, media groups should design media products that meet the tailored needs of information consumers so as to gain competitive advantage in the industry.%媒介技术的进步是传播生态变革的催化剂,以数字技术为核心的新媒体技术深刻地改变了大众传播形态,并促使传统传媒集团不断进行战略革新.以英国广播公司等为代表的大型传媒集团利用新媒体技术对内容和渠道进行深度集成,充分挖掘受众的个性化需求,并以业务整合为契机实现跨媒体融合,进一步巩固了其在国际传播领域内的强势地位.面对新媒体变革所带来的机遇与挑战,中国媒体应该了解与西方传媒的差距,学习其先进的经验和方法,力争改变国际传播领域内“西强东弱”的局面.
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