Analysis of the Convergence and Mutual Appreciation of Traditional Radio and Television Media and New Media

With the rapid development of digital technology, traditional radio programmes are facing unprecedented challenges and opportunities. Some researchers have found that a certain degree of convergence between media and new media would be beneficial to the development of the media industry, but there is a lack of uniform interpretation. Therefore, this study aims to explore the convergence and mutual learning between traditional radio programmes and new media, and to analyse the interaction and integration of the two in terms of content, technology, audience and business models. The research methodology of this paper is as follows: Firstly, the data for the web report was collected, and secondly, the data was analysed in terms of case studies, factor analysis, and theoretical analysis. The study found that traditional radio programmes using new media technologies could enhance the attractiveness and impact of the programmes, and that new media can simultaneously grow in drawing on the strengths of traditional media. The research in this paper not only provides theoretical support for the transformation of broadcast media, but also provides empirical analyses of the practice of media convergence in the new media environment.