Media Convergence: On Idea Transformation of Management

Abstract

Media convergence has become an unavoidable subject in the development of China's television media. However, the media convergence in China's radio and television industry is far from mature. Still experimenting, it only sees superficial, unstable and unsustainable media cooperation. Against this background, the direction and path of media convergence are determined by the middle and senior management's awareness and understanding of it. The paper tries to highlight this point by discussing the significance, necessity and urgency of idea transformation among middle and senior management.