我国加入世贸组织以后,适时地推进传媒资源的整合,是顺应世界传媒发展潮流,应对国内外传媒激烈竞争和挑战的需要,也是我国传媒调整结构,优化资源配置,求得新发展,更上新台阶的需要。但我们也应当看到,传媒资源的重新整合,是对我国传媒业几十年形成的传统体制的重大改革,涉及到各方面利益的重新调整;整合不可能一蹴而就,需要有一个较长的过程;在这个过程中难免会引起这样那样的震荡,对广告创收带来一定的影响,甚至会产生一定程度的滑波。 After China’s accession to the WTO, the timely promotion of the integration of media resources is in conformity with the trend of world media development and the fierce competition and challenges of media at home and abroad. It is also a matter of adjusting the structure of media in our country, optimizing the allocation of resources and seeking new development, The needs of the stairs. However, we should also see that the re-integration of media resources is a major reform of the traditional system that has been formed in the media industry in China for decades and involves the readjustment of the interests of all parties. Integration can not be accomplished in a single step and requires a longer process ; In the process will inevitably cause such a shock, the ads have a certain impact on income generation, and even have a certain degree of slip.