Study Of Broadcastiong Strategy Of Radio/Television Cooperation With The Backgroud Of Media Merging

This paper is a case study of two programs of Xiamen Radio and TelevisionCorporation,996TV Link and Life Live. From the perspective of media merging, thepaper proposes the concept of Warm Media, which is based on McLuhan’s Hot andCold Media Theory. It examines the new form of broadcasting---live andsimultaneous broadcasting on radio and television and discusses broadcasting strategyof radio and television cooperation.Against the backdrop of media merging, the paper briefs the development ofradio and radio and television cooperation in China and the world. It has beensummarized that the key to a vigorous program are brand name effect of anchor andimportance attached to file management and comprehensive report, as well as sharingstrengths of different media. Under the influence of media merging, many radiostations in China have started to try new plans and the radio and televisioncooperation is one of it. The new choices bring about new problems, for instance, howto build up a brand name program and how to balance information transmission fromvarious platforms. As there is little literature on this topic, the study is not easy. Thispaper adopts methods of literature research, observation and case study. Two matureprograms in China are compared in the following aspects: building brand name andediting content. New broadcasting endeavors are analyzed, which meet the demand ofthe public. Two platforms share strengths of each other and avoid disadvantage,offering timely and fresh local news to the public.The practice of the cooperation between radio and television is explored and ithas positive influence on radio broadcasting. This paper also discusses radiodevelopment in the future.