UDC 659.1:004.738.5
DOI: 10.36871/ek.up.p.r.2025.12.03.018

Авторы

Jiahan Zhang,
Jing Han,
Yi Wang,
Peoples’ Friendship University of Russia (RUDN), Moscow, Russian Federation

Аннотация

This paper conducts an in – depth analysis of the competitive strategies employed by Hunan TV during its transformation into the streaming platform Mango TV, with a specific focus on the ABCD model, which encompasses Agility, Benchmarking, Convergence, and Dedication. By means of case studies, a comprehensive literature review, detailed data analysis, and thorough comparative analysis, the study delves into how Mango TV implements the ABCD model in the realms of content production, technological iteration, and resource integration. It also contrasts these practices with the challenges faced by Hunan TV. The findings reveal that Mango TV showcases remarkable agility by swiftly responding to market changes. It successfully benchmarks against global streaming platforms, achieving a profound convergence of content and technology. Moreover, through balanced resource allocation, it maintains strategic dedication. On the contrary, Hunan TV encounters obstacles such as sluggish digital transformation, restricted innovation, and the existence of data silos. In response to industry challenges like intense content competition and technological upheaval, the paper proposes that traditional media should establish efficient decision – making structures supported by AI – driven analytics to boost agility. They should also break down the data barriers between TV and streaming platforms to obtain unified user insights. Additionally, resources should be allocated to technology and global markets with measurable objectives. This research not only enriches the theory of media strategic management but also offers practical guidance for the digital transformation of traditional media.

Ключевые слова

Traditional media, New media, Media transformation, Strategic analysis

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