Shandong Radio and Television Station (SDRT) is advancing its media convergence strategy with a restructuring of its rural broadcasting services aimed at strengthening content delivery across television and digital platforms.

As part of the transition, SDRT’s Rural Radio frequency ceased broadcasting on 4 September, with its existing services and content being integrated into a broader range of platforms.

Programming focused on agriculture, rural communities, agricultural technology and public services will continue through SDRT’s Agricultural Science Channel as well as its official WeChat and video accounts and the Lightning News digital platform.

The move will also see SDRT expand the way this content reaches audiences, with greater use of short-form video, digital distribution and offline activities alongside traditional broadcasting. SDRT said the changes are designed to optimise its television and radio resources while improving the overall effectiveness and quality of its services for agricultural and rural communities.

The restructuring forms part of the broadcaster’s wider efforts to accelerate media convergence and strengthen its presence across new media platforms, allowing important public-service content to reach audiences through a more diverse range of formats and channels.

Through the transition, SDRT aims to build on its established rural broadcasting services while adapting them to changing audience habits and an increasingly digital media environment.

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