Characteristics and Significance of Media Convergence

Characteristics and significance of media integration: make full use of media carriers, comprehensively integrate different media with similarities and complementarities such as radio, television and newspapers in terms of manpower, content and publicity, and realize the new media propaganda concept of "accommodating resources, integrating content, integrating publicity and interests".

In the era of media convergence, there are a series of model innovations besides concept innovation. One of the most important consequences of media integration is that "the boundaries between media have become blurred from clear". Therefore, "getting through" is the key to model innovation in the media age.

Reasons for establishment:

No matter from resources or industry, no matter from the immediate or long-term point of view, there is no more room for development and it is difficult to become a climate. There is a foundation, but it is difficult to meet the demand-city stations generally have a history of more than 20 years, and have a certain foundation in technology, publicity, program production and so on.

However, due to objective factors, it is impossible to keep up with the development trend of radio and television that is increasingly "divided", "specialized" and "micro-content" and people's increasingly rich, improved and "picky" life and entertainment needs. These existing scales and foundations provide favorable conditions for the construction of "financial media".