“传统传媒集团必须转变观念,积极融合新媒体,顺利完成向全媒体集团的转型,才能在未来的竞争中立于不败之地。”这句话出现的频率非常之高,近乎口号。但新媒体战略提出已有数年,广电传媒新媒体战略的实施却收效甚微。近年来在传统媒体市场上所向披靡的传媒大鳄默多克新闻集团,在进军新媒体领域的征途中却接连折戟,让人不得不产生疑问:传统媒体在新媒体技术不断紧逼的环境下,应该选择怎样的生存和发展路径?无疑,无论是为了自救还是谋求更好的发展,传统广电媒体与新媒体整合的趋势无可阻挡。如果不积极实行新媒体战略,传统媒体将会逐渐丧失话 “The traditional media groups must change their concepts, actively integrate new media, successfully complete the transition to all media groups, in order to be invincible in the future competition. ” This sentence appears very often, almost slogan. However, the new media strategy has been put forward for several years and the implementation of the new media strategy of the radio and television media has had little effect. In recent years, the media predators in the traditional media market, media tycoon Murdoch News Corporation, marched into the field of new media, but one after another crashes, people have to have a question: traditional media in the constant press environment of new media technology What kind of survival and development path should be chosen? Undoubtedly, the trend of integration of traditional radio and television media with new media is irresistible no matter in order to help themselves or seek better development. If you do not actively implement the new media strategy, traditional media will gradually lose the words