Research on New Media Integration Method Based on Game Model

Jinshan Xu

and Yanquan Zhao

Shandong Institute of Commerce and Technology, Jinan, China

Keywords: New Media, Traditional Media, IPTV, Game Model.

Abstract: Radio and television traditional media and new media are not blindly contradictory and conflicting, the two

will coexist in the future for some time. The integration and development of traditional media and new

media has become possible in terms of national policies and technical support. It is particularly necessary

for media units at all levels to formulate appropriate integration plans between traditional media and new

media in combination with their own actual conditions. Firstly, this paper conducts an in-depth study on the

development status and latest technology of traditional media and new media at home and abroad,

introduces game theory into the study of the integration scheme of traditional media and new media, and

establishes the game model of the integration scheme. Then, by using the game model and combining the

demand analysis of traditional media and new media integration schemes, the original limited TV and the

Internet are organically combined, and an IPTV system is established to realize the integration of traditional

media and new media. The results show that the system achieves the expected goal and has certain

theoretical value and popularization significance.

1 INTRODUCTION

In the new media era, the development of

information technology has become an important

development direction in China. China has invested

a lot of energy in information terminal, information

satellite and other technologies, and the media

industry has obtained significant space for

development, and the media has made remarkable

progress in all aspects of technology, resources and

policies (Basak, G. K., 2023). With the continuous

development and progress of information, it

promotes the industrialization of media gradually.

With the rapid development of media

industrialization, the operation mode of media

companies is no longer simple, they have obtained

more and larger markets, and they have achieved

expansion in various media fields, so as to meet the

diversified needs of consumers (Yu, G., 2022). With

the integration and transformation of media, the

mutual cooperation between new media and

traditional media has gradually become its

development trend, and media integration has

achieved a win-win situation for both traditional

media and new media. Compared with a single

media, the integrated communication mode of

various media usually has a wider market, and has

significant advantages in information acquisition and

dissemination (Shan, X. W., 2021).

With the advent of the information age, social

economy and culture have developed rapidly. But at

the same time, it is difficult to accurately position

the consumer group through a single way, and

various factors such as the audience's family

background, birth years, living standards, and

education status need to be fully considered (Liu, H.

A., 2021). At the same time, the different life

concepts and lifestyles of the audience also lead to

the relative dispersion of the audience group. In the

modern market environment, what it needs to strive

for is the dissemination of "fragmented" information

and consumption choices of user groups. Based on

this, the mutual integration of new media and

traditional media can better meet the specific market

needs (Li, S., 2022).

Traditional media have strong authority and

credibility, and in the long-term development, they

usually have a mature and perfect media system.

Industry practitioners also need to have sufficient

knowledge reserves and experience. In the face of

various news and information, they need to be able

to choose and distinguish correctly (Gan, Z. A., 2021).

However, the continuous development of traditional

media has also accumulated a large audience, mainly

because of its high social influence and credibility,

and has an important position in the media market.

As far as the development of the media industry is

concerned, in the face of relevant changes brought

556

Xu, J. and Zhao, Y.

Research on New Media Integration Method Based on Game Model.

DOI: 10.5220/0012287500003807

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Seminar on Artiﬁcial Intelligence, Networking and Information Technology (ANIT 2023), pages 556-560

ISBN: 978-989-758-677-4

by new media, more attention should be paid to the

advantages of traditional media, and in the long-term

development, audiences can still exert corresponding

influence on public opinion (Wu, Y. J., Wang, J. X.).

The continuous development of new media is

directly related to the support of information

technology. In the era of new media, the network has

become an indispensable part of people's actual life.

Internet technology is widely used in both life and

work (Liu, Z. J., 2021). In this case, the role of new

media has been fully brought into play, and the

audience can become the receiver and publisher of

information through relevant Internet technologies,

and complete the dissemination of information.

From this, it can be seen that new media has

significant advantages in both the scope and speed

of information dissemination. At the same time,

another important advantage of new media is its

interactivity, which provides a new communication

channel and bridge between the media and the

audience. Through interaction, the audience of new

media can be consolidated and get corresponding

satisfaction (Huang, F. F., 2021).

Based on the analysis of the advantages of new

media and traditional media, it can be seen that the

analytical ability of big data of new media should be

fully utilized to ensure communication and contact

with the audience, so as to effectively improve the

speed of information transmission of traditional

media. More information can be obtained through

contact and communication with the audience,

which can effectively make up for the limitations of

traditional media (Hu, W. F., 2020). For new media,

innovation in interaction is more obvious. For

example, relevant new media platforms such as

wechat public account, Weibo and Tiktok have been

widely used in people's real life, and have a wide

user base, whose information content also covers all

aspects. For new media, although it has obvious

advantages in communication and can fully meet

people's spiritual needs, it also needs to improve the

quality and depth of information content. Relevant

supervision and measures are not perfect, which also

shows the weakness of new media. It can be seen

that the integration of traditional media and new

media can effectively promote the continuous

development and progress of the industry.

Therefore, the integration of the two has significant

feasibility, and can complement and support each

other's advantages.

2 METHODS

2.1 Game Equilibrium Algorithm

Between Traditional Media and

New Media

In reality, many decision-making activities are

sequential, often choosing behaviors in turn rather

than co-choosing behaviors. Moreover, the player

who chooses behaviors later can see the selection

content of the player who chooses behaviors first, so

the decision of the latter player is affected by the

decision behavior of the previous player. Each

player will make its own optimal strategy based on

all the information it has at the time of decision. In

other words, the strategy of each player is a function

of all the information that the decision maker has at

the time of decision making. In chess, for example,

both sides move one after the other, and each

person's decision at each moment is a function of the

information they have from the previous series of

decisions. Another example is the selection of real

estate development and the rotating bidding in

auction activities. Sequential selection is very

different from simultaneous selection at once, so the

Games formed by such decision problems are very

different from static games, and we call them

Dynamic Games or Sequential Move games.

In dynamic games, players choose their actions

not simultaneously but successively, and the

question for each player to consider is what response

strategy the other player will take if I adopt this

strategy The feature of how the strategy I take will

affect my own and my opponent's future strategy

choices makes dynamic games use an extended

approach to describe and analyze dynamic games in

terms of representation.

The extended form of a dynamic game is also

called a "game tree". The selection behavior of each

player in dynamic game has a sequence. The

decision section corresponding to the first action

selection is called "initial section", and all the

information contained in each selection node is

called "information set". The choice behavior of

each player will form a connected game stage in

turn, so the choice behavior of the player in the

dynamic game is often called a stage. In the dynamic

game, there may be several game choices at the

same time, then the simultaneous choices of these

players also constitute a stage. A dynamic game has

at least two stages, so dynamic games are sometimes

called multi-stage games.

Compared with matrix representation, the

expansion formula "expands" mainly the strategic

Research on New Media Integration Method Based on Game Model

557

space of the players, that is, when a certain player

acts. What strategies are available for each move,

and what information is known about the game.

Since the extended form can reflect the order of

player selection and the stage of the game, it is the

best method to represent the dynamic game (the

number of stages and the number of optional

behaviors of players are small). Because dynamic

games are often expressed in extended form, they

are sometimes called "extended games".

In the first round game of the integration of old

and new media, the radio and television department

should choose whether to integrate traditional media

and new media. At this time, the traditional media

and new media become the players in the game.

There are two choices for new media: the

introduction of new media alone or the integration

with traditional media (referred to as integration and

non-integration); There are also two possibilities for

traditional media: rejecting the integration of new

media alone and merging with new media

(integration and non-integration).

The action sets of traditional media and new

media are respectively (integration, non-integration)

and (integration, non-integration). New media

strategies include: (integration, traditional media

exist alone), (non-integration, traditional media exist

alone), (integration, traditional media accept

integration), (non-integration, traditional media

accept integration).

The process of strategic selection in the radio and

television department is the process of measuring the

cost/benefit of various strategies. In order to explain

under what circumstances the broadcasting and

television departments should adopt the integration

of old and new media as the optimal strategy, this

paper, based on the Nash equilibrium model, uses

the mixed strategy Nash equilibrium model to

propose the following game equilibrium algorithm

between traditional media and new media:

Step 1: In order to calculate the costs and

benefits of various strategies, make the following

assumptions:

R is the probability of traditional media choosing

"convergence"; 0≤R≤1

A is the normal expenditure of "non-integration"

of traditional media, which also needs to be paid

after the deployment of new media;

A≥0F is the loss suffered by the "fusion" of

traditional media under the influence of new media;

F≥0K is the revenue obtained from new media

when traditional media "merges";

K≥0B New media does not integrate traditional

media with normal benefits, the integration of

traditional media will also get the same benefits;

B≥0

Q The probability of new media merging with

traditional media; 0≤Q≤1C is the cost of new media

fusion;

C≥0

D additional income after new media integration;

0≤D≤1

Step 2: Based on the above assumptions, the

following payment function can be obtained

Table 1: Media convergence strategy matrix.

Strategy matrix

Traditional media

Integration(R)

Non-

integration(1-

New

media

Integration(Q)

D+B-C -F-

B-C -A

Non-

integration(1-

B K-A

B -A

Step 3: Analyze the game model to get the

optimal strategy for developing new media

Given R, the expected benefits of new media

integration and non-integration are:

L(1, R)=(D+B-C)R+(B-C) (1-r) (1)

L(0, R)=BR+B (1-R)=B (2)

In order to integrate new media and traditional

media, (1) ≥ (2) should be made, that is:

(D+ B-c) R+(B-c) (1-R) ≥B

R≥C/D (3)

That is, when R≥C/D, radio and television media

choose the integration of old and new media as the

optimal strategy

Step 4: By analyzing the game model, it is

concluded that given Q, the optimal strategy for

developing traditional media, the expected returns of

traditional media choosing integration and non-

integration are as follows:

M(1, Q) =(-F-A)Q+(K-A)(1-q) (4)

M(0, Q)=-AQ-A(1-Q)=-A (5)

To integrate traditional media options, (4) ≥ (5):

(-F-A) Q+ (K-A) (1-Q) ≥-A

Q ≤K/ (F+K (6)

That is, when Q≤ K/ (F+K), traditional media

choose and integrate the optimal strategy. The above

is the derivation process of how new media and

traditional media choose the optimal strategy. Of

course, there is no relevant standard on how to

calculate these costs and benefits. Comprehensive

consideration of the existing hardware and software

equipment, personnel, pipe network, market space,

ANIT 2023 - The International Seminar on Artiﬁcial Intelligence, Networking and Information Technology

558

investment capital, development space and other

comprehensive considerations, scientific

demonstration of each parameter coefficient, in

order to scientific and accurate decision-making.

In the specific integration process, whether the

radio and television department and the

telecommunications department cooperate to

integrate the old and new media, or the radio and

television department upgrades its network and

equipment to cater to the new media, it can be said

that from the perspective of the implementer, the

traditional media and the new media should

understand each other as much as possible, so the

game of the integration of the new and old media is

a complete information game. Choosing a

reasonable integration strategy can maximize cost

savings, improve social and economic benefits, and

obtain the highest benefit/cost ratio for the radio and

television department.

2.2 System Implementation

The management and client interfaces use a unified

Web interface. The client can watch all kinds of TV

programs by obtaining free player software. The

core of the system is a set of complete online video

on demand business platform, on this platform can

be freely completed program acquisition, release,

certification, advertising, statistical analysis and so

on. It is based on distributed multi-server system, is

a real network streaming media management service

system.

The design principle of this system is firstly

positioned in the advanced design of streaming

Media. With Windows Media as the development

platform, it has full technical advantages, accounting

for more than 90% of the world's streaming media

applications. The video service management system

of GT-NTV system is based on this excellent video

service platform. Constitute the domestic advanced

technology, design combination program.

From the hardware server, server-side running

software, database, Web side, we have selected

excellent systems for users, and through strict

testing, practice, thus established the overall has

good reliability.

At the same time, the entire system includes

streaming media server, acquisition and production

system, content management, load balancing and

other technologies, supporting 100,000 system users,

in the event of failure to ensure the normal operation

of the system and fault recovery open background

management system. Provide a good system

expansion and maintenance interface In the design

of GT-NTV system management system from the

structure of the full consideration of the expansion

of functions and user customization requirements, to

provide users with a set of flexible management of

self-maintenance design ideas.

Support multi-server system management and

scheduling; Supports mainstream media formats,

and has an expanded interface; Support the

management and scheduling of multiple Windows

Media live broadcast devices; Dynamic client

program access generation interface, providing a

variety of program publishing styles; Client-side

content retrieval is flexible, with rich Check Box

combination options.

It provides a variety of charging modes and user-

defined charging standards for third parties, and can

load various forms of tariff policies. The user and

program information of the system back-end

management system can be created separately or

obtained from the table structure of other existing

integrated business systems that provide standard

interfaces. Similarly, because the specific business

billing is dependent on different business systems,

the user and program information or authentication

billing data structure of the GT-NTV system can

also be opened for the integrated business system,

because the current popular central business system

has a strong external database call interface. The

user information and program information of GT-

NTV system can be separated independently. The

system integrates WWW server and database server,

so that the system has perfect data management,

identity authentication, access control, service

record, billing management and other complete

functions.

Figure 1: The system implementation.

3 CONCLUSION

In the era of new media, information is spreading at

a geometric speed, which leads to the fact that

information is no longer as scarce as traditional

Research on New Media Integration Method Based on Game Model

559

media. Based on this, new media takes "traffic is

king" as the guidance, and pushes gimmicky and

fragmented information content to network users, so

as to attract users' attention and prompt them to fall

into the trap of shallow reading. As far as traditional

media and newspapers are concerned, due to their

professional, rigorous and profound information

characteristics tempered by a long history, they need

to be inherited in the new media era and produce

authoritative and authentic information, so as to

cope with the interference of traffic information and

promote the full play of the correct public opinion

guidance function. Attention should be paid to the

dissemination of information should be

authoritative, true, objective and accurate

information, media workers should strengthen the

dissemination of information and expand the breadth

of information dissemination.

Firstly, this paper conducts an in-depth study on

the development status and latest technology of

traditional media and new media at home and

abroad, introduces game theory into the study of the

integration scheme of traditional media and new

media, and establishes the game model of the

integration scheme. Then, using the game model,

combined with the actual situation, the local

traditional media and new media integration scheme

system is designed to realize the integration of

traditional media and new media.

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