Research On The Development Strategy Of Traditional Broadcasting In The Era Of Integrating Media

Since the 19th CPC National Congress,the CPC Central Committee has attached great importance to the integration and development of traditional and new media.General Secretary Xi Jinping has stressed on various occasions that it is necessary to make use of new technologies,new applications,and new media dissemination methods.At the same time,the advantages and disadvantages of new media and traditional media have become increasingly prominent,avoiding disadvantages,integration development has become the general trend.Driven by national policy and industry development trend,media integration should be the consensus of traditional broadcast media.Based on the practical experience of Shenyang Radio and TV Station,s economic(life)broadcasting,the author chose the research on the integration and development strategy of traditional broadcasting as the topic of master's thesis.The thesis is divided into five parts.The first part is introduction,firstly,the purpose and significance of the paper is expounded;secondly,the related literature is analyzed;finally,the research methods used in this paper are introduced.The second part uses the data to present the current development of the traditional broadcasting in the media age.The paper first introduces the concept and background of the melting media,and then expounds the development advantage of the traditional broadcasting in the media age.The national policy driving is the reliance of the broadcasting and melting media practice,and the increase of the number of cars makes the broadcast an important vehicle-mounted medium.The attendant liberation of the broadcast sound,as well as the information service of the radio station,fit the reality of the people's livelihood;and finally,the development dilemma of the traditional broadcasting in the media age,that is,the market squeezing from the new media and the network station,is explained.The third part studies the development status,development characteristics.development strategy and development enlightenment of Voice of China in the media era.First of all,it introduces the cooperation and achievements of Voice of China with the Internet,Weibo,WeChat and other new media platforms.Then it presents the development characteristics of "Voice of China" in the media age:H5 proucts enhance the immersive interactive experience,the client "below" reproduces the high quality news ecology,and the "voice" products enrich the program pattern;Then it summarizes the development strategy of Voice of China in the media age:taking the new media as the cormunication platform,supporting the virtual scene interaction with science and technology,taking the news platform as the guide,and taking the news platform as the guide.Finally,it summarizes the enlightenment of the development of "Voice of China":focus on content production,excavate the specialty of broadcasting "sound",and create "double engine" of "cultural public welfare"program.The fourth part,based on the inspiration of "Voice of China" and the uniqueness of local broadcasting,tries to provide a train of thought for the development of integrated media in traditional broadeasting.First of all,the host should set up Internet thinking,master professional knowledge,second,should carry on the targeted content production;The second broadcast should be based on its own "voice"characteristics,extend the "voice" industry chain,let short audio and radio drama break through the Internet,again should pay attention to the interaction with the audience,strengthen the interactive experience;In addition,traditional broadcasting should be responsible for establishing public welfare;finally,local broadcasting should give full play to the local regional characteristics.It is eoncluded that the traditional broadeast media should learn from the practiee experience of "Voice of China" and combine with its location characteristics to think,have self-worth mining,and find out the development path suitable for oneself.Only then can the traditional broadcast media can make a strong sound.The overall idea of this paper is to introduce "Voice of China" as a case,and comprehensively study the media communication strategy of "Voice of China".Although the strategy can not master the whole domestic broadcasting media industry,it still has macro-guiding significance.Combined with the specific development orientation of local radio stations,this paper puts forward the development strategy of integrated media in the broad sense of traditional broadcasting.