GRT Radio And Television Station Integration Media Development Strategy Research

Media Convergence Development Strategy Research of GRT Broadcasting&TV Station(hereinafter referred to as GRT)is based on the guidance of Media Convergence,which the core problem is to help GRT solve the development direction,speed and quality,and the core-competence in the future,eventually forming the system solution for Media Convergence Development.This paper is based on Media Convergence theory,combined with Communication,Journalism,Management and Marketing Knowledge,adopted the sample of development history of GRT that merged SMC,RGD,GDTV,TVS and GRT Radio and TV technology center,and united the perspective of "the transformation of Radio and Television under the macro-environment" to analyze its favorable factors and objective questions of Media Convergence Development for the GRT,and also to find out the problems of the root that caused.It is the result that Media Convergence Development is the inevitable trend for the development of GRT.Moreover,through reviewed and analyzed Infrastructure projects of Media Convergence of GRT that have inherited the SMC,RGD,GDTV,TVS and GRT Radio and TV technology center since 2014,and have developed the content,technology,channels,capital,license and geographical advantages,this paper believed that it have established the foundation and the advantage of the Media Convergence in GRT.Meanwhile,facing the challenge of the new media and the requirement of the Media Convergence,Strategic Transformation developing the Media Convergence is the development strategy for GRT.Finally,in order to achieve the goal of transformation,Innovation and Change of the positioning,layout,development strategy,business system design,management team and marketing is necessary for GRT so that it can draft the development strategy to adapt the future development.