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广播是移动媒体中的传统媒体,是传统媒体中的移动媒体,其伴随性、移动性和互动性相较于报纸电视,更加接近新媒体。广播媒体的转型及与新媒体融合发展一方面是自上而下的要求,另一方面也是新传播语境下突出重围求新求变的必经之路。融合的目的在于打造现代新型的综合性传媒机构。产品、平台、渠道的融合,先决条件是机制的融合与全员意识的融合。从央广到省市级电台,一贯秉承的内部条块分割的管理模式,对跨部门、跨平台的人、财、物等资源配置整
Broadcasting is the traditional media in mobile media and the mobile media in traditional media. Its concomitance, mobility and interactivity are closer to the new media than newspapers and televisions. The transformation of broadcasting media and its integration with new media are both top-down and top-down demands. On the other hand, they are the only way to highlight the breakthrough in innovation and change under the new context of communication. The purpose of integration is to create a modern new integrated media agency. Product, platform, channel integration, the prerequisite is the integration of the mechanism and the full awareness of the integration. From the central to the provincial and municipal radio stations, has consistently uphold the internal fragmentation of the management model of cross-sectoral, cross-platform people, financial resources and other resources allocation