The Research Of Media Convergence Path Of "Voice Of China" In The All Media Age

The development of science and technology are upgrading of media technology, has brought great challenges to our traditional media. But the challenge is pregnant with opportunity, whether traditional media can grasp the opportunity and make the sparkle reappear? This paper will take the Central People’s Radio "Voice of China" as a case, and study media convergence strategy in-depth, in order to find its successes and problems, trying to provide a reference for traditional media integration.As a veteran of traditional media, The Central People’s Broadcasting Station was gorgeous before. With the coming of all media age, the bad-mouthing of the broadcast appears as one falls another rises, the fate of the central gets a wide attention of the academia, media and other fields. As the Chinese broadcasting industry "Voice of China" is quite authoritative, influential, and has strong throwing power. In the background of all media, the work of media convergence worthy of attention and a closer look.This paper studies on the "Voice of China" in-depth of its policy of media convergence strategies and layouts. It combined with the actual situation of domestic and international broadcast media to survive and develop. In addition, this paper analyzes the media convergence of the "Voice of China" from the perspective of SWOT and summarizes enlightenment of the "Voice of China" media convergence. It concluded that broadcast media should seize the opportunity of media convergence. Only by changing their old ideas, embracing new technology, contenting production in a timely manner, focusing on research user market, insisting on broadening the channels of communication,that could stand out in the keen competition of the media.