In June 2017, Wu Xinxun, part-time researcher with Shanghai Academy and professor and doctoral supervisor at the Film and Television Art & Technology Program of Shanghai University, released an article entitled Media Integration: How Shall Mainstream Media Achieve Corner Overtaking on the 12th issue of Media, a magazine supervised by the State Administration of Press, Publication, Radio, Film and Television of China and sponsored by China Press and Publication Research Institute.

The article describes the vulnerable “mainstream” position of traditional media during the course of media integration, as well as the difficulties and dilemma they face, mainly from three aspects, i.e. “mainstream media are threatened”, “why are emerging media so strong” and “achieving corner overtaking through efforts from two aspects”. Then, it notes that emerging media, through emerging technologies and innovative means of communication; drive forward renovation in the content of communication, give rise to emerging quality content services; provide new platforms for user experience; create new room for economic development; develop into a large-scale industry; and generate amazing market values. The article further points out that amid the development of traditional media, innovation in communication technologies and innovation in communication content were once the “two drivers” that sustained and stabilized the development of traditional media, but now become two weaknesses for traditional media. So, to revitalize in the course of media integration, traditional media must make great efforts in technological innovation and content innovation and bring out their strengths to make up for the weaknesses. They must beef up technological innovation and increase input in R&D. As for content services, they must rely on innovative technologies, and make use of Internet thinking and new-type audience thinking, to achieve the expansion and spread of traditional quality content and new-type service content, and ultimately realize corner overtaking through efforts from two aspects.