THE TRANSFORMATION OF TELEVISION PROGRAMS IN THE CONVERGENCE OF MEDIA: CASE STUDY ON SHANXI RADIO AND TELEVISION STATION

ABSTRACT The escalating growth of new media has profoundly reshaped China's media environment, prompting traditional powerhouses such as Television Stations to adapt and innovate. As China experiences rapid socio-economic growth and a marked enhancement in the rise of China, its television industry faces a unique set of possibilities and hurdles. New media technologies are pivotal in augmenting productivity and redefining organizational frameworks, and the continuous evolution of media convergence significantly drives the transformation within China's TV sector. This paper scrutinizes the metamorphosis of Shanxi Radio and Television Station's television programs, examining various dimensions, including content, technology, and policy. This study proposes a blueprint for integrating effective communication strategies within China's media industry. It also provides an in-depth analysis of the strategic communication techniques employed by Shanxi Radio and Television Station to engage its audience and stakeholders