Abstract:

Along with the economic reform and innovation of information technology, China's cross media market has changed rapidly in the past decades. The purpose of this study is to better understand China's cross media market by providing comparative data analysis regarding Television, Radio, Newspaper, and Internet. The findings show the consumer time share and audience access rate across the different media; audience rating trends and period ownership between TV and radio, and competition conditions in contents and audience across the different media. The findings also show among certain group of audiences, other media particularly the Internet largely increases its share of total media consumer time, which clearly lies in the reduction of time spent with the television media. By applying niche theory and use/gratification theory, it suggests that among certain type of audiences, the Internet is overlapping the TV and displacement effects occurs, which may have economic consequences.