尽管传统媒体对媒体融合的尝试早在世纪之初就已开始,但在随后的十年,进展一直未如预期,也缺乏公认的阶段性成果。2012年之后,传统媒体经营形势的不利变得明显;2014年则堪称一个拐点之年,纸媒的“停刊潮”令业内相当惶恐;2015年,连续增长多年的电视广告投放总量出现了首次下滑。严峻的现实让传统媒体对转型求生的重视达到了空前的高度。在广电行业,2016年7月2日,国家新闻出版广电总局印发了124号文——《关于进一步加快广播电视媒体与新兴媒体融合发展的意见》;随后在7月18日,又就此文件答记者问,表示总局明确媒体融合发展要成为各级广播电视 Although attempts by traditional media to converge on the media have begun as early as the turn of the century, in the ensuing decade progress has not been as expected and there is no recognized phase-out result. After 2012, the unfavorable situation in the traditional media business became obvious. In 2014, it was called a turning point. The paper media stopped the tide and caused considerable horror in the industry. In 2015, the total number of television commercials that have been growing for many years continuously increased The first decline. The grim reality makes the traditional media attach importance to transformation and survival to an unprecedented height. In the radio and television industry, on July 2, 2016, the State Administration of Press, Publication, Broadcasting and TV issued Circular 124, “Opinions on Further Accelerating the Integration and Development of Radio and Television Media and Emerging Media”; subsequently, on July 18, The reporter asked that the Directorate General clearly define the media convergence and development to become a radio and television at all levels