The Research On The Survival And Development Of Traditional Broadcasting In The Media Convergence Era

In the Internet age,with the rise of the new media industry,the change of audience listening habits and the "narrowcasting" trend,radio broadcasting,which occupies an important position in the traditional media,has been greatly impacted and exposed more and more problems in the process of development.This paper uses case analysis,literature analysis and questionnaire survey to sort out the existence pattern and development dilemma of traditional broadcasting in the era of media integration,and analyzes the main development status of new media,network broadcasting and traditional broadcasting under the context of media convergence.This paper summarizes the impact of the external media environment on the traditional broadcasting,the competition pressure in the industry caused by the broadcast "narrowcasting" trend,and a series of development difficulties brought by the limitations of broadcasting itself.On the basis of the research on the existing problems and development difficulties of traditional broadcasting,the paper puts forward some suggestions and thoughts on the problem of broadcasting in dealing with the media competition and taking the space of survival and development from the aspects of optimizing the operation strategy of the broadcast media,using the new media to carry out media integration,improving the quality of the program and the form of innovation program.