The Research On The Convergent Communication Mode Of Hunan Communication Radio

The growing progress of digital technology and network technology, promotes the massmedia with each passing day. The development of new media, on the one hand, greatlyimproves the speed and breadth of information dissemination, enriching its content, one theother hand, it has broken monopoly of traditional media on journalism and communication,as a result, the main body of communication is more diversified.Additional, the way audience accepts information changes, putting forward new requeststo the traditional information, the original information s content structure, presentation andtransmission means cannot meet the needs of the audience any more.In the four traditional broadcast media has been in a vulnerable status. But in the currentcompetitive environment, the new media can attract the audience in a more efficient andconvenient way, the diversity of mobile terminals and applications, seizes the market innercars all the time. The radio, despite the advantage of fast speed and low cost incommunication, is plagued by crises.In the four traditional broadcast media has been in a vulnerable status. in the80s of lastcentury, led by "Zhu Jiang Model", radio began to reform media forms, innovative forms ofcommunication. The broadcasting of teletext channel, the build of media net and thedevelopment of digital radio, are the witness of radio revolution.Founded in1997, Hunan communication radio was born with the development ofChinese radio specialization. With17years development, the listening rate of Hunancommunication radio has ranked1st in Changsha with its absolute advantage. Facingconstant impacts of the new media, Hunan communication radio adapts itself to informationtechnology and media integration. Moreover, it has developed communication method,forming an integrated communication mode with its own characteristics.This article analyses the convergence trajectory of broadcast media in China, takingHunan communication radio for example, summarizing its convergent communication skillsto build its brand in the context of media convergence.