Research on the application of digital media technology in media convergence

With the accelerating innovation and convergence & penetration of information technology, China's publishing industry has been gradually transforming and upgrading from digitalization to a new stage of digital intelligence, which in turn has led to the progress and transformation of the entire digital content industry. This article discusses the four aspects of application of media convergence covered by digital media technology, which includes content creative convergence, product/service form convergence, content distribution channel convergence and content consumption convergence. PPMG is taken as an example to explore the theoretical research and practical application of convergent publishing from three levels. From the level of publishing industry, the innovative application of convergence of various elements of the industry chain is discussed, from the level of publishing groups, the innovative application of convergence of production and service models is discussed, and from the level of publishers, the innovative application of convergence of IP development and experience models is discussed. Finally, it is proposed that the direction of convergence publishing development is to deeply plow diversified scene services, to look insight into multi-dimensional user experience, to promote three-dimensional marketing integration, and to provide accurate digital content product services. The media technology in the scene era will change the media form, re- shape the new media norm, reconstruct the new ecology of communication, and lay down the new thinking of publishing convergence.