Study On Strategy Of Broadcasting Innovation Development In Era Of Media Convergence

Media convergence has become one of the key words of the media in the 21st Century. In recent years, on the one hand, the traditional media are shocked by the new media’s growing. On the other hand, they are exploring the convergence ways. Among them, with the impact of the new media development, the broadcast is struggling in the edge of the current media environment. However, media convergence trend is challenging for broadcasting, and also opportunities. The broadcast has the advantage of strong timeliness, wide coverage and convenient carrying. As long as able to keep up with the trend of the era of media convergence development, actively seeking innovation, the broadcast will also be able to in the fierce market competition to enhance their competitiveness, to win the chance of survival and development.From the perspective of media development, media convergence can be divided into four stages. They are organizational convergence, capital convergence, communication convergence and media form convergence. At present, the convergence of the media is at the 3rd stage. At this stage, using new technology to transform traditional media have been taken into practice, while the cross-border integration between them has not caused enough attention. Jiangsu News Broadcast is the first one to try to explore the ways of the convergence with the television, Jiangsu City Channel in resource sharing method and succeeded. And this case has a universal significance to broadcast convergence.There is no denying that the practice of Jiangsu News Broadcast is not perfect. The Voice of China also has succeeded in the convergence with newspaper and Internet media. So its experience can be the reference to Jiangsu News Broadcast in the future.