Research on the Problems and Strategies of the Integrated Development of Provincial Radio and Television Media

Driven by the information society and network technology, the media landscape is facing a profound transformation, and the rise of new media has reshaped the media ecology. In the face of the information dissemination reform in the new media era, media convergence has become the key path for radio and television media to cope with challenges and achieve transformation. However, in the practice of integrated development, provincial radio and television media have encountered many challenges, such as lagging brand building, insufficient content innovation, single profit model and technical integration problems. These factors have seriously restricted its transformation and upgrading in the new media environment. Through the in-depth discussion of the integration path of provincial radio and television media, this paper aims to reveal its common problems on the road of integration, and put forward targeted countermeasures and suggestions, so as to provide theoretical guidance and solution path for the practice of provincial radio and television media in media integration, and promote its sustainable development and competitiveness in the new media environment.