三网融合已经成为当今媒介发展的一个大方向,在这个大环境下,作为三网融合中的一员,广电迎来了新的发展机遇,同时也面临着市场的严峻考验。其传统的传输方式和内容生产已经不能满足当下受众个性化、多元化的需求;管理落后、网络零散、市场经验贫乏等先天的劣势,也给其发展带来莫大挑战;在网络改造整合方面,广电也要充分发挥自身优势,为受众提供多功能、多样化、个性化的服务,同时对电信的运营 Triple play has become a general trend of media development in today’s environment. As a member of the triple play, Radio and Television has ushered in new opportunities for development, but also faces the severe test of the market. Its traditional methods of transmission and content production can no longer meet the individualized and diversified needs of current audiences. The inherent disadvantages of backward management, fragmented networks and poor market experience have also brought great challenges to its development. In terms of network transformation and integration, Radio and television should also give full play to its own advantages, to provide the audience with multi-functional, diversified and personalized service, while the telecommunications operation