Radio And Television Industry Convengence Under The Backgrand Of Media Convengence

MEDIA CONVERGENCE IS A KIND OF MEDIA FORM EVOLUTIONARY PROCESS INCLUDING CONTENT CONVERGENCE, NET CONVERGENCE AND TERMINAL CONVERGECE. WITH THE DEVELOPMENT OF MEDIA TECHNOLOGY, BARRIERS AMONY MEDIAS HAVE BEEN BROKEN DOWN. THE UNCEASING PROGRESS IN TELEVISION, NET AND MOBILE TECHNOLOGY WILL LEAD TO CONVERGENCE OF ALL KINDS OF MEDIA. MEDIA CONVERGENCE REQUIRES THREE CONDITIONS TO SUPPORT ITS DEVELOPMENT, WHICH ARE TECHNOLOGY, DEMAND AND POLICY. MEDIA CONVERGENCE THIS PHENOMENON OCCURS FOR A LONG TIME. WITH THE EMERGENCE OF INTERNET AND THE WIDELY USED OF DIGITIZATION, MEDIA CONVERGENCE DEVELOP IN A UNPRECEDENTED RAPID, WHICH NOT ONLY LEAD TO THE EMERGENCE OF LOTS OF NEW MEDIA, BUT ALSO CHALLENGE THE TRADITIONAL MEDIA OPERATION MODEL, TRIGGERED THE MEDIA INDUSTRY RESTRUCTURING AND UPGRADING.UNDER THE BACKGROUND OF MEDIA CONVERGENCE, RADIO AND TELEVION START TO DEVLOP AND INTEGRAT ALL KINDS OF RESOURCE, COOPERATE WITH THE NEW MEDIA ACTIVELY AND EXPLORE A NEW PROFIT MODEL. ON THE CONFERENCE OF 2010 CCBN, MR. ZHANG, THE DEPUTY DIRECTOR OF THE STATE ADMINISTRATION OF RADIO, FILM, AND TELEVISION SAID:"THE INTEGRATION OF TELECOMMUNICATIONS NETWORKS, CABLE TV NETWORKS AND THE INTERNET IS A VERY RARE HISTORIC OPPORTUNITY FOR RADIO AND TV. RADIO & TV NEED TO SPEED UP MARKET TRANSFORMATION, NET TRANSFORMATION AND BUSINESS TRANSFORMATION, BLAZING A NEW PATH TO A NEW INDUSTRY."LOOKING INTO THE PRACTICE OF RADIO AND TELEVISION REFORM, WE CAN CONCLUDE THREE ASPECTS OF RADIO & TV INDUSTRY CONVERGENCE. THEY ARE BUSINESS CONVERGENCE SUCH AS THE UPGRATED TRADITION TV PROGRAM, CROSS-SCREEN CONVERGENCE SUCH AS MOBILE TV AND INTERNET TV STATION AND INDUSTRY CHAIN INTEGRATION.THIS PAPER ANALYSIS THE ACHIEVEMENTS, PRESENT SITUATION AND PROBLEM OF RADIO & TV INDUSTRY CONVERGENCE UNDER THE PERSPECTIVE OF MEDIA CONVERGENCE.