Abstract: New media and traditional media are relative concepts on the time axis. The historical experiences of impacts and responses between the silent movie, broadcasting and television show that integrative development of media is a circular phenomenon driven by technology. Each previous integration has given birth to a number of large-scale inter-media groups. As for the traditional media, inter-media transitions of content resources are a common choice, mergers and acquisitions within the same industry or cross industry are important means, and the coordinative innovations of technology and management are effective measures. The above-mentioned general rule has some relevant enlightenment for China’s media industry, which is carrying out a new round of media integration in the context of mobile internet technology.

Key words: media convergence; history of media development; inter-media transitions of content resources; mergers and acquisitions