Innovative Practice Of Hunan Radio Under The Background Of Media Integration

With the development and progress of technology,media integration is a process of content,terminal,and organizational integration driven by digital technology and network technology.Opinions on Development",marking that media integration has entered the second half of in-depth integration and in-depth development.In the process of media integration,traditional media continue to explore in terms of technology,thinking,and management methods.Some traditional media have successfully broken through the wave of reform,but many media are still struggling in dire straits.As a"marginalized" medium,traditional broadcast media's advantages as a sound medium are constantly being dispelled.Therefore,in the process of media integration,traditional broadcasting must not only face its own weaknesses compared to other media,gain insight into the market and changing audience needs,but also combine its own characteristics with the development trend of new media.As a provincial-level broadcasting media,Hunan People's Broadcasting Station is affiliated to Hunan Radio and Television Group.It has strong media resources and technological advantages,and has continuously reformed its system and mechanism in the transformation of media convergence.During the reform,Hunan People's Broadcasting Station has carried out some channel and technology innovations,personnel training,and also carried out related explorations in operation and management,continuously deepening professional content,and seeking more diversified profit-making methods,in order to ensure its sustainable development and become a successful army in the transformation.The research of this paper is based on the basis of practice,in-depth observation of the radio station,personal participation in the radio program production,creation of media fusion products,etc.,and exchanges with practitioners to understand the development of Hunan People's Broadcasting Station and the process of media fusion transformation.In the article,taking the status quo and development of traditional broadcasting media as a major research point,taking the case of Hunan People's Broadcasting Station as the research object,it discusses its changes and persistence in the transformation of media convergence,in the changes in its thinking,Content innovation,technological breakthrough,business system reform and other aspects are analyzed,and the innovative practice of Hunan People's Broadcasting Station in the media integration environment is explored,and the practice content is considered and reflected.