本文重点介绍了湖南广电“内容驱动”与上海文广集团“资本驱动”的融合发展实践,同时关照了其他地方广电机构比较有价值的探索,试图说明在媒介融合发展过程中,相关机构需要根据自身实际情形来选择合理的路径与模式。 This article focuses on the integration and development practice of Hunan Radio and Television “content-driven ” and Shanghai Media Group “capital-driven ”, and at the same time takes a more valuable exploration of the radio and television institutions in other places, trying to illustrate that in the process of media convergence, Relevant agencies need to be based on their actual situation to choose a reasonable path and mode.