Media integration and development is the only way for traditional media transformation, upgrading and iterative renewal. In the era of mobile Internet, new media has become the main force for the development of the industry. The rise of short video and live broadcasting industry has greatly improved the communication power of media content and also improved the economy of the industry Economic and social benefits. Under the impact of new media, the circulation of paper media, the viewing rate of radio and television platforms and the advertising revenue show a downward trend, and the social influence is gradually weakened. It is necessary to make use of the achievements of the information revolution to promote the in-depth development of media integration, enlarge and strengthen mainstream public opinion, consolidate the common ideological foundation for the unity and struggle of the whole Party and the whole people, and provide strong spiritual strength and public opinion support for the realization of the "two centenary goals" and the realization of the Chinese dream of the great rejuvenation of the Chinese nation. Therefore, traditional media must adapt to the requirements of The Times. Based on this, this paper focuses on the development of media integration, and firstly expounds the impact of the development of new media on traditional media. Lower circulation and ratings; Advertising revenue has plummeted. This paper analyzes the difficulties in the development of traditional media under the background of media convergence: it is difficult to meet the interactive needs of the public; medium Imbalance of communication ecological pattern; Influence is waning. Finally, the paper puts forward corresponding countermeasures to the transformation and development of traditional media: insist on "content" as king and provide high-quality content supply; With the blessing of "technology", create a path of iterative development of media; "Brand" lead, expand media influence; "Integration" is the way to optimize the media ecosystem. It is hoped that through relevant discussions, traditional media will be more deeply aware of the difficulties they face in the process of transformation, and actively take countermeasures to break through the difficulties of transformation and promote their own development.

Wu Sihan. Analysis on the transformation and development path of traditional media based on media convergence. International Journal of Frontiers in Sociology (2024), Vol. 6, Issue 4: 27-32. https://doi.org/10.25236/IJFS.2024.060405.

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