ADAPTING TO MODERN MEDIA TRENDS: THE ROLE OF NEW TECHNOLOGIES IN CCTV'S MEDIA CONVERGENCE STRATEGY

The digital revolution has reshaped media worldwide, leading traditional outlets to adopt new technologies to stay relevant. In China, CCTV has pursued a media convergence strategy, integrating digital platforms to expand its reach and appeal to a wider audience. This paper explores how technologies like big data and AI have enhanced CCTV's content creation, distribution, and viewer engagement. While these tools have broadened CCTV's reach, data privacy regulations create challenges that limit full implementation. The paper also looks at future possibilities, such as immersive technologies, illustrating CCTV's role in adapting state media to a digital world.