I used to read some authoritative information. Maybe every portal website has its own channel, and then there are major newspapers and major TV stations. Once upon a time, they all developed their own apps, which made it very passive for us to watch a news.
However, since the emergence of the media (the representative platform here is today's headlines), these media companies have become the builders of the platform. For example, today's headlines themselves do not produce news, but many authors create on this platform. As a result, these platforms have gained a huge number of users.
At this time, those traditional media apps are even less watched. At this time, "melting media" appeared.
Television stations in many places are doing media integration. The popular point is to simultaneously publish their original content only on TV and radio to major self-media platforms. At the same time, TV stations in many places have been transformed into "media convergence centers".
Expanding understanding: Media integration is actually a kind of push from the media to the traditional media. Before today's headlines appeared, many people watched news on Sohu News Client and Sina News Client. The content on these apps was too formal and rigid. Later, after the headlines appeared today, more people-friendly content attracted a large number of users. Although those traditional media do not make a living by reading, they must also maintain their influence, but they can only enter these self-media platforms to be authors.
What I said above is the origin of media integration.