Profound changes are happening in the media industry. Traditional media such as radio and television stations are exposing their weaknesses in this climate. Therefore，taking the opportunity for integration，Guangdong Radio and Television Station is making great efforts to explore diverse development strategies from the perspective of developing “a big culture” in a broad sense. In order to attain a multi-industry and diversified operation of different businesses，it has made several attempts，from the integration of internal resources （by establishing radio and television stations），to the convergence of broadcasting，television and newspapers；from the convergence of traditional media （television） and new media （internet），to the merging in radio，television and other cultural industries；from the integration of radio and television with non-cultural industry to the cooperation between investors and traditional media operators，among others.