A Study on the Application of New Media in Broadcast Newscasting and Writing under the Perspective of Media Integration

The development trend of media convergence is related to user demand, market competition and other factors, based on this environmental background, the broadcasting news industry makes full use of the advantages of new media to innovate the development path, which is the right choice to comply with the changes and needs of social development. The rapid development of new media has brought a variety of information dissemination forms and broadened information dissemination channels, which is a new opportunity and a new challenge for the broadcast news industry. In this regard, this paper starts from the application of new media in broadcast news broadcasting and writing, focusing on the broadcast news industry to play the advantages of new media to promote their own transformation and upgrading. For example, broadcast news industry practitioners can start from the characteristics of the new media industry, revolutionize the concept of work and work thinking, change the writing ideas and innovative programs, improve the interactivity of broadcast news, so as to enhance the audience’s sense of experience and improve the competitiveness of broadcast news.