Research On The Development Of The Integration Of Radio And Television And New Media In The New Era

With the development of human society,the technological level has been improved,and the media industry has also been greatly developed as an important industry of thinking and culture in the process of human development.Especially since the digital,network and other information technology has been greatly developed,the new media technology leap greatly promoted the media industry's ecological changes,the new media ecological environment gradually developed and mature.Due to the great development of new media,the audience behavior patterns have also produced a simultaneous change,a large number of audiences to the new media channel transfer,advertising and marketing methods also will be transferred to the new media channels,in this media environment,the traditional radio and television media facing the pole Big pressure,and the integration of new media development has become an inevitable trend.China's radio and television media and the integration of the development of new media has a prominent feature: the industrial chain complex,production and broadcasting separation,flat organizational structure,the development of relatively lagging,although different radio and television media choose their own different media integration development model However,with the rapid development of new media,the traditional media and the development of new media,the level of difference is still evident.Facing the development dilemma of radio and television media in the new media environment,it is extremely important and necessary to strengthen its integration with new media.In this paper,the use of literature and case analysis of the subject of research,first of the media integration,radio and television media integration of the two concepts,development and relationship of the theoretical finishing,and then the current radio and television and new media integration and development characteristics of the model This paper analyzes the problems and causes of the development of China's radio and television and new media in the new period.Then,through the development path and development direction,the author analyzes the integration environment of radio and television and new media,and puts forward the integration strategy of radio and television and new media Finally,the Inner Mongolia Radio and Television news channel as an example,the development of China's radio and television and new media integration case analysis,combined with the above research results proposed Inner Mongolia Radio and Television news channel integrated development of new media to strengthen the measures.