【摘  要】随着新媒体的不断发展，传统的广播电视媒体遭遇到了根本性的挑战，越来越多的年轻观众开始转移去互联网上看电视，传统电视依靠垄断稀缺资源所形成的优势，逐渐被新技术终结。广播电视媒体的价值不断的遭受到质疑，广告也不断从广电媒体流向互联网。而广播电视媒体想要继续在传播媒体中占据主导地位，与网络等新媒体的融合发展成了当务之急。在此环境下，如何实施新媒体战略，加快与新媒体的互动跟整合，保持在传媒格局中的优势地位，成为了传统广播电视媒体，需要面对和解决的首要问题。

【关键词】广播电视媒体 网络新媒体 融合发展策略

Abstract: With the continuous development of new media, traditional radio and television media has suffered a fundamental challenge, more and more young audience began to shift to go to the Internet and watch TV, traditional TV to rely on the advantages of the monopoly of scarce resources, and graduallythe end of the new technology. The value of radio and television media is constantly being questioned, the ads are constantly flows from the radio and television to the Internet. Radio and television media you want to continue to occupy the dominant position, and network integration of new media has become a priority in the media. In this environment, how to implement new media strategies to speed up the interaction and integration with the new media, to maintain its dominant position in the pattern of media, has become a traditional radio and television media, need to confront and solve the primary problem.

Key words: radio and television media；network new media；integration development strategy