Study Of People's Daily's Path Of Media Convergence And Its Prospect

People's Daily,theofficial newspaper of Chinese Communist Party, has been const antly exploring the media convergence in the past years. As a result of a longer time taken than those commercial websites, People's Daily has been on its specialized path because of the status and some other reasons: its content must look after political requirementandpropaganda tasks, and it is the political agenda, not the requirement out of market competition, that decides the direction of the path, and etc.Due to the rapid technology advances, the media environment at present shows thoroughly different from that in 1990 s or before. People's Daily played a pioneering role in the media convergence process in China. Referring to its plenty of experiences on media convergence, we can learn that traditional ways to promote the media development wouldn't work out, and that innovative measures to speak out loud, must be taken to adapt to the fierce media competition, to expect better future. The measures include, but don't limit to, expanding the thoughts and products, as well as converging different media. In sight of the world, the convergence of paper and the Internet has become a trend, and also the most important way for the traditional media, without extra choices to live longer.