在新媒体时代大环境之下,传统电视媒体必须转变自身经营理念,采用融合的经营发展理念,通过有效融合发展,必然能够帮助传统电视媒体在新媒体冲击下长远发展。本文首先说明了传统电视媒体创新发展的必要性,然后详细阐述了新媒体与传统电视融合创新的措施。 Under the conditions of the new media era, the traditional television media must change its business philosophy and adopt a convergent concept of business development. Through effective integration and development, it will inevitably help the traditional television media to develop in the long run under the impact of new media. This article first explains the necessity of the innovation and development of the traditional television media, and then elaborates on the measures for the integration and innovation of new media and traditional television.