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新媒体时代的到来,打破了传统媒体对信息传播的垄断局面,相对于实力强劲的国家和省级广电而言,地方广电同时面临着上级媒体和新媒体的双重冲击,转型发展成为必由之路。本文直面新媒体时代地方广电的现实困境,分析研究其发展机遇,认为地方广电应主动求变,坚持内容为王,推进全媒融合,提升品牌效应,从而发展成为具有传播力、公信力和影响力的新型主流媒体。
The advent of the new media era breaks the monopoly of traditional media on information dissemination. Compared with the powerful national and provincial radio and television, local radio and television are facing the double impact of superior media and new media, and the transformation and development have become the only way. This article confronts the real predicament of local radio and television in the new media era, analyzes and studies its opportunities for development, believes that local radio and television should take the initiative to change, adhere to the content of the king, promote the integration of the whole media to enhance the brand, thus developing into a communicable, credible and influential The new mainstream media.