Navigating the Tides of Media Convergence: Shanxi Radio and Television Station's Transformation Amidst the Digital Tsunami

Abstract

Great changes have occurred in China's media environment as a result of the growth of new media, particularly for Television and Radio stations. These media which were once considered powerful media in the conventional era are now under tremendous pressure to modernize There are new potential and challenges for China's television program transformation, given the country's rapid economic and social development, as well as its continual improvement of its comprehensive national power. New media technologies play a crucial role in increasing productivity and transforming organizational structures. Growth and transformation in the Chinese TV industry are also due to the continuous development and evolution of media convergence. Through observation and literature analysis this paper examines the transformation of television programs of Shanxi Radio and Television Station in terms of content, technology, and policy. By referring to theory of media convergence, it also lays forth a framework for readers to consider how to apply communication tactics for the building of media industry in the context of China. It gives a thorough analysis of the mechanisms through which Shanxi Radio and Television Station utilize proper communication techniques to attract its audiences as well as stakeholders.