Research On The Integration Strategy Of Traditional Broadcasting And New Media

With the development of science and technology, there has been a violent collision between different ways of expression in the media. The Internet, mobile phones and other emerging media have sprung up, gained great momentum, and, with the help of powerful technical advantages, eaten into the traditional media’s territory. In these circumstances how can the traditional media develop to deal with this challenge?We all know the adage that an attitude of conformism surely leads one to lag behind. If one follows the prescribed order there is no scope for innovation. The domain of the broadcast media has developed from 1906 to today, but now it is in danger of losing territory or even eventually being eliminated. Many broadcasters have issued initiatives, looking for another spring for the broadcasting industry. The advancement and fusion of new media, playing a cover, directional transmission technology, mobile radio and other advantages, to avoid cramming poor play, interactive disadvantage, all the advantages of new media and broadcasting to combination, signal the radio 3.0 era of new media.This paper uses the method of literature research、information collection、data analysis、SWOT analysis and game theory. It considers a feasibility analysis of the advantages and disadvantages of the integration of the traditional broadcast media and new media, enumerating the domestic and foreign advanced broadcasting and new media experience. The author’s outlook is put forward with regard to the development prospects for new media, the media’s future in the fields of science and technology, and the integration of the broadcast and new media.The viewpoints put forward in this paper represent only a personal analysis of the convergence of the traditional broadcast media and new media. Through this article it is hoped to arouse the deep thinking of people within the broadcast media at every level towards comprehensive development of the media. From an academic level, some suggestions are put forward on a strategy for merging the broadcast and new media.