Traditional media should actively innovate the communication form of traditionalculture, and change the single communication mode in the past, in which radio mainlyrelied on sound, television mainly presented pictures and newspapers mainly relied onwords. Through cooperation and sharing with new media, traditional media integratesthe program’s official website, official WeChat, official micro-blog, APP client andother new media channels to realize the diversified presentation of outstandingtraditional cultural content including sound, video, pictures and text. Integratingtraditional media and emerging media is conducive to breaking the limited interaction of traditional media, broadening the interaction channels between traditional mediaand audiences, strengthening the social interaction with audiences, realizing theintegration of newspapers/networks, diversified online and offline communication,and enhancing the communication power and influence of outstanding traditionalculture.