Research On The Integration Of Traditional Radio Media And New Media

The traditional broadcast media with its long history has been walking through time with continuous changes in the process. In 1978, broadcast achieved the convert of the function, from the previous political propaganda into the dissemination of information. In 1992, it achieved the live interactive participation. The hotline once again, let the radio walk in front of the traditional media, which made it closer to the audience. In 2002, the professional and typed radio frequency was born. Broadcast refined the content according to preferences and needs of the audience. Nowadays, radio makes full use of media carriers in integrated media, and it cannot wait to see the big trend of fully integrated media.This paper describes how radio broadcasting, as a traditional media, makes full use of its resources and advantages to recognize the existence of imprisoned and product defects. It will also be followed up with real market demand, development, and combine itself with the new media. This paper also analyzes the similarities and differences between the traditional broadcast media and new media communication form, in terms of the form and mode of transmission, program production, and mode of operation. In addition, it gives specific explanation on the combination of the broadcast and new media promotion platform, such as APP client terminal, the official micro-blog, WeChat public accounts and other networks. Finally, it puts forward the implemented scheme of management according to the current development pattern of integrated media, for reference and further discussion.