Study On The Transformation Of Guangdong Radio And Television To New Media In The Context Of Media Convergence

Along with the rapid development of Internet,new media taking the Internet as the medium has begun to rise abruptly,penetrating into all aspects of people's life,and gradually changing people's way of information acquirement,information consumption and so on.The identity of people changes from the content's passive recipients to active consumers.They prefer the rich and interactive content provided by new media,which meets their personalized,mobile,social information consumption demand rather than traditional media.In the market competition with new media,traditional media has gradually lost the absolute advantage of channel,audience,and content.Facing the accelerated change in media environment and increasingly fierce market competition,our government has issued a number of policies to guide traditional media to transform actively,to promote the convergence between traditional media and new media in the depth of content,channel and management,to build a modern communication system.Since the 21st century,different types of media have started to converge in technical,then business,and now come to the market and industry level.Given the convergence background,China's broadcasting media begun to transform from three aspects:channel expansion,content innovation and institutional reform.Guangdong Radio and Television also follows this transformation trend.Taking the transformation of Guangdong Radio and Television as an example,this thesis focuses on the development of Guangdong Radio and Television's new media business.This thesis first discusses the current situation of the broadcasting media transformation in China and the internal and external environment of Guangdong Radio and Television,clarifying the context of transformation of Guangdong Radio and Television and macro and micro power which influences the transformation of Guangdong Radio and Television.Secondly,in this paper,the writer analyzes the components of Guangdong Radio and Television's new media matrix and the operation status of this matrix,mainly summarizes the changes in subject,content,channel,and audience when Guangdong Radio and Television uses the new media matrix as the channel to spread information.Finally,considering the transformation situation of broadcasting media in our country,aiming at the practical situation of Guangdong Radio and Television's new media transformation,this thesis puts forward the three existing problems in Guangdong Radio and Television's transformation practice,and provides referential ideas for solving these problems and guiding the future development from three aspects.