Digital Transformation of Media in China: From Media Convergence to Omnimedia Communication

The article discusses modern trends and key issues of media convergence in China in the context of the digital transformation of the media sphere. The relevance of the study is due to the transition of the national media industry to a stage of deepened convergence, where the formation of an omnichannel communication system becomes a strategic direction for development and an important factor in enhancing the effectiveness of public communication. In the context of the rapid expansion of new media and the complexity of the media landscape, there is an increasing need to assess how technological innovations, institutional frameworks, and content production models interact and shape the new architecture of the Chinese media ecosystem. A comprehensive analysis of the evolution of government policy on media convergence, structural features of the omnichannel system, and the mechanisms of its practical implementation has been conducted. Special attention is given to the concept of "four comprehensive media" and the transition to "fully intelligent media," reflecting the growing role of artificial intelligence and intelligent technologies in media production. The main barriers to the deep implementation of media convergence have been identified, including insufficient understanding of convergent processes among staff of traditional media and the mismatch of existing management mechanisms with the demands of the new media environment. It has been determined that the convergence of traditional media and new media contributes to improved communication efficiency, stimulates innovation in the industry, and creates conditions for the development of the cultural environment. The methodological basis of the research includes systemic and comparative analysis, the study of regulatory documents, and a critical review of scientific publications. The conclusion is drawn on the necessity of a systematic approach to the formation of the omnichannel communication system, suggesting the strengthening of specialist training, modernization of management mechanisms, and acceleration of organizational transformations. It is emphasized that the further promotion of the omnichannel model is a key condition for enhancing the national communication potential and forming a modern information ecosystem in China. Overall, the progress of the omnichannel communication system will contribute to the formation of an open, coordinated, and efficient information ecosystem that meets the current demands of the digital society. The development of such a system ensures not only the improvement of information flow quality and optimization of interaction between various media platforms but also creates conditions for more transparent, prompt, and scientifically grounded social management for modern Chinese society. In the long term, this becomes an important structural element of modernization development, strengthening the institutional mechanisms of communication, supporting innovation processes, and expanding the capabilities of the state and society in the field of managerial decision-making.