On The Innovation Of Traditional Media Dissemination From Under The Background Of Media Convergence

The continuous progress of science and technology and the new media more into our lives, thepeople to accept the information more and more diverse ways. People from the past a single readnewspapers, listen to the radio, watch TV, development up to now to set text, picture, sound as onecomposite media consumption as the main body, the new media become the real life an irresistible trend.Some scholars believe that the new media development momentum is irresistible, traditional media seemsto withdraw from the stage of history. From the practical perspective, the new media will not replacetraditional media. Brought new opportunity of new media to traditional media, traditional media in the newmedia in the new competitive environment to find their own way of life.The new media environment of competition, the traditional media and new media presents a fusionof the development trend. In the traditional media to play their own advantages to platform with the newmedia means to enrich themselves; new media production in the content of the traditional media havebecome dependent, new media development and extension of traditional media. In the new mediaenvironment, the traditional media active role of re-positioning, multivariate innovation actively mode ofdevelopment, to create "media" platform becomes an important measure to break the bottleneck of thedevelopment of the traditional media.This paper first introduces the concept of traditional media, new media, propagation characteristicsand advantages of traditional media and new media are compared and summarized, trying to find out thetraditional media and new media in the contemporary media environment logical relationship between theform and the role of the exchange. Fusion status next to the new media and traditional media analysis,analysis of the "media" platform to build influence on the interaction between traditional media and newmedia fusion and their two. Thirdly, through the research of the traditional media and new media in theirown unique characteristics and advantages, method and path integration, inheritance and development andother related issues in the process of development, from traditional media to survive in the new mediaenvironment.