On The Development Of Broadcast Media Based On Media Convergence

Under the background of information globalization, the thriving new media is gradually occupying the traditional media market. The traditional media has to seek new ways in order to escape the dilemma of its development. The development of digital technique, network technique and satellite technology as well as the support of national policy promotes the combination of the traditional media and new ones.Media integration is becoming a hot subject. It has been universally acknowledged that for the traditional media no cooperation with the new media or no active participation in the media integration, no development or progress.The broadcasting, as the most fragile medium in the traditional media, realized the importance of media integration from the beginning, so people’s spontaneous and active participation in it explored a brand new way.With literature analysis, content analysis, empirical method and survey method,this paper starts with what is media convergence, analyzes the influence of media convergence on broadcasting from the practical level, then explores the problems broadcasting meets currently under the background of media convergence, and at last provides ideas for the survival and further development of broadcasting to fight against the emerging problems and challenges in the era of media convergence.