Media Convergence Era Minority Provinces Level Broadcast Media Development Road

Into the 21st century, media concepts and technology updates very fast, media convergence is one of the most hot topics in the media industry at present. Technical background of current media convergence has substantial change compare with past, computer technology in the derivative forms of new media bring the subversive impact to traditional forms of mass media. Self-improvement, or revolutionary change, is the choosing mass media must do, is digital technology break down barriers of the media's inevitable result.For now, the main form of media are newspaper, magazine, radio, television, Internet, mobile phone, mobile TV, flat TV and so on. The article is about the integration of media and the different media forms of intermediation's merging. That is, information collection, production, dissemination during the process of all-round cooperation in order to play the advantages of different medias, the most effective dissemination of information and maximize revenue.In the 21st century, computer technology, represented by the Internet showed rapid development, some concepts have already been updated yet universal, media forms are ever-changing. In the context of Internet technology, although the trend still continues to divide the media, but the trend of media convergence has became more prominently. The tide of media convergence is inevitable to come into China, because of economic strength, talent pool and other factors, ethnic minority area's media in China have been at a competitive disadvantage. Now, how to seize the opportunities brought by media convergence, is the key factor to the development of provincial-level minority media.Because of the Inner Mongolia Autonomous Region's unique geographical location and ethnic composition as well as strong economic strength, as the representative of China's minority areas to be discussed. Therefore, this paper selects the author's hometown, Inner Mongolia Autonomous Region People's Broadcasting Station as an example of minority provincial-level media's development in the media convergence background. The purpose of this paper is to discuss what challenge the Inner Mongolia Autonomous Region People's Broadcasting Station face,what opportunities it has in the media convergence time, tried to find out how to enlarge and strengthen it own in the highly competitive media market. I hope the academic paper is useful for the practitioners and researchers who are related.This paper focus on Inner Mongolia People's Radio case's analysis, elaborated from one point to the whole one and how to create a minority autonomous region media that has regional or even national influence. In the article, the author write out the efforts it did and achievement it got in the Inner Mongolia Autonomous Region since the founding of People's Broadcasting Station, but also the future development of the station in his point of own view. I think, the Radio and Television Group, is the only way that provincial-level media of minority autonomous region to upgrade their competitive edge, and is basis to maintain their independence in the media's development.While the full use of network and other new media forms are completely fit the trend of media convergence, competition into cooperation, you are in me and I am in you, and finally achieve a win-win result.In China, the "triple play" is the latest manifestation of the media as a form of integration, with policy support and the participants' attention will achieve a breakthrough. The People's Radio Broadcasting Station of Inner Mongolia Autonomous Region, represented of provincial-level ethnic minority broadcast medias will also be riding this wave and flying higher.