Research on Reshaping the Innovation and Development Landscape of Broadcast Media in the Era of Integrated Media

(Lishui News Media Center, Lishui, Zhejiang 323000, China)

Abstract

Purpose: This study explores strategies for the innovative development of broadcast media in the era of integrated media, aiming to identify new growth points and enhance competitiveness and influence in a diversified competitive environment. Methods: Through analyzing the characteristics of the integrated media era and combining the advantages of broadcast media in content production and dissemination, interactive experience, and multimedia platform construction, this study employs case analysis and theoretical discussion to examine how broadcast media can achieve innovative development by integrating diverse media resources, leveraging big data and AI technologies, and strengthening brand building and cross-industry collaboration. Results: The article proposes that broadcast media should integrate diverse media resources to enhance content interactivity, utilize big data and AI technologies to precisely target audience needs, and strengthen brand building and cross-industry collaboration to boost media influence. Implementation of these strategies not only enriches the content forms and presentation modes of broadcast media but also enhances listener interaction experience and satisfaction, helping broadcast media find unique positioning and development space in the integrated media era. Conclusion: Against the backdrop of the integrated media era, broadcast media must actively embrace new technologies, innovate content production and dissemination models, deepen interaction with listeners, strengthen brand building, and expand influence through cross-industry collaboration to maintain vitality and achieve sustainable development in fierce market competition.

Keywords: integrated media era; broadcast media; development; strategies; expansion

CLC number: G222 Document code: A Article ID: 1671-0134(2025)04-82-04
DOI: 10.19483/j.cnki.11-4653/n.2025.04.016
Citation format: Li Na. Research on Reshaping the Innovation and Development Landscape of Broadcast Media in the Era of Integrated Media[J]. China Media Technology, 2025, 32(4): 82-85.

Introduction

With the rapid advancement of information technology and the deep penetration of internet applications, the media ecosystem is undergoing a disruptive transformation, and the curtain has fully risen on the era of integrated media. In this context, broadcast media, as an important component of traditional media, still commands considerable influence. According to data from the National Bureau of Statistics' Statistical Communiqué of the People's Republic of China on National Economic and Social Development 2023, the comprehensive population coverage rate of radio programs nationwide reaches as high as 99.7%, meaning broadcast media's influence extends to nearly the entire population across the country. However, facing the new normal characterized by diversified information dissemination channels, segmented audience demands, and instant media interactivity, broadcast media has encountered unprecedented challenges brought by the wave of new media, while also embracing valuable opportunities for integration, innovation, and reshaping its landscape. [1] In response to these challenges and opportunities of the new normal, this paper delves into the advantages of broadcast media's innovative development in the integrated media era, analyzes the potential opportunities from multiple dimensions including content innovation, media convergence, and interactive upgrading, and accordingly proposes a series of forward-looking and practical innovative development strategies, aiming to provide valuable insights for the transformation, upgrading, and sustainable development of broadcast media in the integrated media era.

1. Characteristics of the Integrated Media Era

In the integrated media era, media forms and technologies are experiencing unprecedented deep integration. This transformation has not only disrupted the traditional media landscape but also brought unprecedented opportunities and challenges for the innovative development of traditional media such as broadcast and television. [2] The main characteristics of the integrated media era lie in the efficiency of information dissemination, the extensive reach, and the diversification and interactivity of media forms. Specifically, the efficiency of information dissemination is reflected in the ability of integrated media technology to achieve instant transmission and broad coverage of information through various channels such as networks and social media, enabling audiences to obtain fresh and comprehensive information in the first instance. Simultaneously, integrated media technology breaks down the boundaries between traditional media, integrating audio, video, text, images, and other media forms into a comprehensive, three-dimensional information dissemination system, which greatly enriches information presentation methods and enhances information appeal and impact. [3] Furthermore, the high degree of interactivity in the integrated media era means that audiences are no longer merely passive recipients of information but also become disseminators, commentators, and sharers. They can engage in real-time interaction with media through social media platforms, online comment sections, and other means to express their viewpoints and opinions. This two-way communication model not only strengthens audience participation and sense of belonging but also provides valuable feedback for media, promoting deep exchange and interaction between media and audiences. More importantly, integrated media technology can provide personalized information services based on audience interests and needs. Through data analysis technology, media can precisely target audiences, understand their reading habits and preferences, and thus customize content that better suits audience tastes, improving audience satisfaction and loyalty. This personalized and customized service model not only provides new ideas for the innovative development of broadcast media in the integrated media era but also injects new vitality into enhancing the competitiveness of media platforms.

2. Advantages of Broadcast Media Innovation in the Integrated Media Era

2.1 Efficient Integration of Content Production and Dissemination

In the traditional media era, broadcast media content production primarily relied on linear editing and one-way dissemination, with relatively monotonous forms and limited reach. However, with the rise of integrated media technology, the content production and dissemination model of broadcast media has undergone earth-shaking changes. On the one hand, content production has become more diversified and intelligent. Broadcast media can utilize advanced audio editing software, speech recognition technology, AI-generated content tools, and other resources to quickly and accurately produce high-quality audio programs. Simultaneously, through integrated media platforms, broadcast media can easily transform audio content into text, images, video, and other forms, achieving cross-media content production and distribution. [4] On the other hand, dissemination channels have become more extensive and instantaneous. Broadcast media is no longer limited to traditional radio wave transmission but leverages the internet, social media, mobile applications, and other channels to rapidly deliver content to vast audiences. This multi-channel approach not only expands content coverage but also enables real-time updates and interactive feedback. Audiences can listen to broadcast programs anytime and anywhere via mobile phones, computers, and other devices, participate in topic discussions, and share their viewpoints and opinions. More importantly, integrated media technology has enabled seamless integration between content production and dissemination. Content production departments can flexibly adjust content strategies based on the characteristics of dissemination channels and audience needs, creating programs that better align with audience tastes and preferences. Meanwhile, dissemination departments can utilize big data analysis, user profiling, and other technical means to precisely push content, improving dissemination efficiency and audience satisfaction. This efficiently integrated content production and dissemination model not only enhances the competitiveness of broadcast media but also brings more commercial cooperation opportunities and profit models. For example, broadcast media can collaborate with e-commerce platforms and advertisers to launch customized advertisements, e-commerce live streaming, and other services, achieving commercial monetization of content.

2.2 Comprehensive Upgrade of Interactive Experience

In the integrated media era, broadcast media has achieved a comprehensive upgrade of interactive experiences by leveraging internet technology, breaking the limitations of traditional listening modes and greatly enriching listener participation methods and experience levels. However, in the past, broadcast media was often constrained by the framework of one-way communication, with monotonous interactive forms that struggled to meet the increasingly diverse and personalized needs of audiences. [5-6] Many traditional broadcast programs lacked innovation in interactive design, resulting in low audience participation and weakened program stickiness. Fortunately, the integrated media era has brought new opportunities for broadcast media, with numerous broadcast institutions actively exploring the path of new media integration. By introducing novel interactive methods such as online live streaming, social media interaction, and listener community building, broadcast media has significantly broadened audience participation channels. These innovations not only make broadcast content more relevant to listeners' lives, enhancing real-time interactivity and interest of programs, but also effectively stimulate audience resonance and enthusiasm, boosting program influence and brand value. Meanwhile, the application of big data and AI technologies enables broadcast media to precisely capture listener preferences, achieve personalized content push and interaction, and further strengthen listener experience and loyalty. Against this backdrop of comprehensively upgraded interactive experiences, broadcast media has not only successfully responded to challenges from self-media and social media but also found unique positioning and development space within the integrated media ecosystem, revitalizing this traditional media form with new vitality and dynamism.

2.3 Construction of Multimedia Convergence Platforms

In the traditional broadcast era, broadcast media's dissemination methods were relatively limited, primarily relying on one-way radio wave transmission with relatively limited interaction with listeners. However, with the continuous development and popularization of integrated media technology, the innovation and development landscape of broadcast media is undergoing profound transformation. The construction of multimedia convergence platforms has become one of the important advantages for broadcast media in the new era. Multimedia convergence platforms break the single dissemination model of traditional broadcasting, achieving the organic integration of audio, video, text, images, and other media forms. Through these platforms, broadcast media can not only provide high-quality audio content but also deliver richer, more three-dimensional information experiences to listeners through video live streaming, graphic news, and other forms. This diversified communication approach not only enhances the appeal and influence of broadcast media but also satisfies listeners' needs for diverse information. Furthermore, multimedia convergence platforms provide more convenient and efficient channels for interaction between broadcast media and listeners. Listeners can participate in program discussions and exchanges anytime through social media, online comments, and other means, sharing their viewpoints and opinions. This two-way interactive model not only strengthens listeners' sense of participation and belonging but also enables broadcast media to more accurately understand audience needs and feedback, thereby optimizing program content and dissemination strategies. [7]

3. Strategies for Reshaping Broadcast Media Innovation in the Integrated Media Era

3.1 Integrating Diverse Media Resources to Enhance Broadcast Content Interactivity

In the integrated media era, broadcast media faces competitive pressures from multiple sources, with the most urgent being the contradiction between content homogenization and diversified audience demands. With the rapid development of network technology, listeners no longer satisfy themselves with a single auditory experience but instead crave more diversified and integrated information services. To reshape the innovative development path of broadcast media, the primary task is to actively integrate diverse media resources, break the boundaries of traditional broadcasting, and enhance content interactivity and diversity. [8-9] First, broadcast media can fully utilize interactive platforms such as social media and online communities to build instant communication bridges with listeners. By establishing official social media accounts and opening online interactive communities, broadcast media can encourage listeners to participate in program discussions and share personal insights, creating an interactive ecosystem that combines online and offline engagement. For example, Beijing Radio and Television Station innovatively added an "Interactive Chat Room" feature to its "Tingting FM" client, providing real-time interaction for live broadcast programs. This feature enables listeners from different regions to participate in program exchanges in real time, communicating instantly with hosts and other listeners. Hosts can review multi-channel interaction information, broadening the scope of interaction. The platform's built-in speech recognition technology quickly converts voice messages into text, facilitating hosting work and enhancing interactive effects. This innovative design enriches listener interactive experiences, strengthens brand identity, allows listeners to more deeply experience the charm of broadcasting, and encourages them to continue following programs. This model stimulates audience participation enthusiasm and provides creative inspiration and content material for programs.

Second, broadcast media can explore cooperation and integration with other media forms, such as conducting joint reporting or producing cross-media programs with television stations and online media. Through cross-media collaboration, broadcast media can achieve resource sharing and complementary advantages, jointly creating widely influential integrated media products. [10] For example, the integrated media news program "Beijing-Tianjin-Hebei: Ten Years of Shared Future" was jointly produced by Hebei Radio and Television Station, Beijing Radio and Television Station, and Tianjin Haihe Media Center. The program skillfully integrated television visuals, broadcast audio, and online interaction to comprehensively showcase the remarkable achievements in coordinated development in the Beijing-Tianjin-Hebei region over the past decade, as well as the vivid practices of people in the three areas during the joint construction and sharing process. In the program, the audio advantages of broadcast media were fully demonstrated, with the host's heartfelt narration, on-site interviews, and skillful use of background music creating an immersive auditory experience for listeners. Simultaneously, the program fully utilized the visual advantages of television media, capturing and presenting the urban landscapes, industrial development, and ecological governance of the Beijing-Tianjin-Hebei region through high-definition cameras, and employing special filming techniques such as drone aerial photography and time-lapse photography to provide audiences with stunning and intuitive visual effects. Through cooperation with television stations, broadcast media can not only leverage the extensive coverage and powerful influence of television media to deliver program content to broader audiences, but the addition of online interaction also breaks geographical restrictions, attracting the attention of more young audiences. The organic combination of television visuals, broadcast audio, and online interaction makes program content more rich and colorful, allowing viewers and listeners to actively participate in interactive discussions while enjoying the audio-visual feast, thus creating a favorable communication atmosphere.

Through integrating diverse media resources, broadcast media can not only achieve diversified and integrated development in content but also strengthen interaction and connection with listeners. This innovative development strategy not only helps enhance the competitiveness and influence of broadcast media but also injects new vitality and dynamism into its development in the integrated media era.

3.2 Leveraging Big Data and AI Technologies to Precisely Target Audience Needs

With the changing social environment and continuous development of integrated media technology, traditional broadcast media is facing unprecedented challenges, among which diversified audience demands and fragmented information dissemination have become the most prominent issues. To stand out in the fierce market competition, broadcast media must profoundly grasp the changing trends of audience needs, and the integrated application of big data and artificial intelligence (AI) technologies provides powerful technical support for achieving this goal. The introduction of big data technology enables broadcast media to collect and deeply analyze massive amounts of user data, covering multiple dimensions such as listening behavior, preferences, and social attributes. By constructing complex algorithmic models, broadcast media can deeply mine listeners' potential needs and achieve fine-grained segmentation of audience groups. [11] This data-based audience segmentation provides a scientific basis for customizing broadcast program content, enabling programs to conduct precise push according to the unique needs of different listener groups. For example, by analyzing listeners' listening history, interactive behavior, and social media activities, broadcast media can accurately identify listener groups interested in specific types of programs and provide them with highly matched content, thereby greatly enhancing program attractiveness and listener loyalty. [12] This data-based decision-making approach not only strengthens program targeting and appeal but also greatly improves the efficiency and effectiveness of content production, making broadcast media more precise and efficient in content creation.

AI technology further strengthens broadcast media's ability to accurately capture and respond to audience needs. First, utilizing advanced technologies such as natural language processing (NLP) and deep learning, broadcast media can intelligently analyze listener feedback, understand emotional tendencies, and provide instant, valuable feedback for content creators. This not only helps in the continuous optimization and improvement of program content but also promotes more natural and smooth interactive experiences with listeners. [13] Additionally, AI technology can predict future audience needs based on historical data and trend analysis, thereby planning content strategies in advance to ensure that broadcast media always stays ahead of audience demands. This forward-looking content planning capability enables broadcast media to not only meet current audience needs but also lead listening trends, further enhancing program influence and competitiveness. Second, through natural language processing, machine learning, and other technologies, broadcast media can achieve intelligent program scheduling, automatic editing, and personalized recommendation functions. Intelligent voice assistants can recommend programs or content of interest to listeners based on their voice commands, providing more convenient and personalized listening experiences. Meanwhile, AI technology can help broadcast media achieve precise advertising placement, pushing matching advertising information according to listeners' interests and purchase intentions, which both improves advertising effectiveness and reduces disturbance to listeners. This intelligent content recommendation and advertising placement approach not only improves the operational efficiency of broadcast media but also enhances listeners' listening experience and satisfaction.

Furthermore, the integrated application of big data and AI technologies provides powerful content creation assistance tools for broadcast media. AI technology can automatically generate news summaries, write commentaries, or create music mashups based on preset rules or algorithms, greatly improving content production efficiency and creativity. Simultaneously, combined with big data analysis results, artificial intelligence can scientifically recommend content themes, styles, and presentation methods to ensure that each program can precisely touch the hearts of target listeners. This intelligent content creation approach not only enriches the content forms and presentation modes of broadcast media but also enhances program quality and viewing value.

Moreover, the combination of big data and AI technologies provides new possibilities for intelligent interaction in broadcast media. Through technologies such as intelligent speech recognition and sentiment analysis, broadcast media can capture listeners' emotional changes and feedback opinions in real time, and then adjust program content and interaction methods to better meet audience needs and expectations. [14] This intelligent interaction model not only enhances listeners' sense of participation and belonging but also brings more innovation space and commercial value to broadcast media.

3.3 Strengthening Brand Building and Cross-industry Collaboration to Enhance Broadcast Media Influence

In exploring the innovative development of broadcast media in the integrated media era, broadcast media must focus on strengthening its own brand building and deepening cross-industry integration to effectively enhance its influence in the media field. Brand building is the cornerstone of broadcast media development, particularly crucial in the integrated media environment. Broadcast media must not only uphold the unique advantages of audio content but also deeply recognize that the essence of integrated media lies in the deep integration and interaction of multiple media forms. [15] Beijing People's Radio has set an exemplary model in this field through meticulously planned brand activities, such as the "Beijing in Sound" cultural promotion project, which records and preserves Beijing's unique urban sounds and widely disseminates them through radio stations, online platforms, and other channels. Listeners can access these sounds anytime and anywhere via mobile phones, computers, and other devices, deeply experiencing Beijing's urban atmosphere and cultural heritage. Meanwhile, the project team regularly organizes sound exhibitions, sound lectures, and other activities to conduct in-depth face-to-face exchanges with listeners. This series of initiatives not only allows more people to understand and experience Beijing's urban charm but also effectively inherits and promotes Beijing's cultural traditions. Through high-quality program production, personalized frequency positioning, and innovative communication methods that integrate online and offline channels, Beijing People's Radio has gradually built a distinctive brand image, winning widespread recognition and affection from audiences.

Beyond brand building, cross-industry collaboration has become another important measure for broadcast media to break through traditional boundaries and explore new paths for media convergence. Through deep integration with other industries and platforms, broadcast media not only achieves resource sharing and complementary advantages, broadens content production boundaries, and enriches listener experiences but also significantly enhances market competitiveness. For example, the cooperation between China Media Group and Alibaba Group, as well as the linkage between broadcast media and various industries such as tourism, education, and automotive, all demonstrate the enormous potential of cross-industry collaboration. Additionally, deepening cooperation with other media platforms, such as jointly launching integrated media programs like "City Sounds" with social media or online music platforms, not only enriches the content forms and dissemination channels of broadcast media but also effectively leverages partners' traffic and user base to expand brand influence, achieving resource sharing and mutual benefit. This innovative cooperation model opens new paths for broadcast media development in the new media era, significantly enhancing its influence in the media field.

The innovative development of broadcast media in the integrated media era is not only innovation at the technical level but also a comprehensive enhancement of content, form, and brand influence. By integrating diverse media resources, leveraging big data and AI technologies, and strengthening brand building and cross-industry collaboration, broadcast media has successfully broken traditional frameworks and constructed a brand-new information dissemination ecosystem. This innovation is reflected not only in the diversification and interactivity of media forms but also in profoundly changing audience participation methods and experience levels. In future development, broadcast media should continue to explore and advance within the integrated media ecosystem, embracing every challenge and opportunity with a more open, inclusive, and innovative attitude, contributing to the sustained prosperity and development of the media industry.

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Author Bio

Li Na (1981—), Han ethnicity, bachelor's degree, Deputy Director of Integrated Broadcasting at Lishui News Media Center, intermediate professional title (First-level Announcer), national-level Mandarin proficiency tester. Research interests include integrating diverse media resources to enhance broadcast content interactivity, leveraging big data and AI technologies to precisely target audience needs, and strengthening brand building and cross-industry collaboration to boost broadcast media influence.

(Editor: Li Yansong)