Strategic and Multimedia Transformation of Hunan Broadcasting Group in an Era of Digital Innovation

Abstract

Digital transformation presents profound challenges and opportunities for traditional media. This study examines the Hunan Broadcasting Group (HBG), a major Chinese radio-television entity, and its multimedia strategies leveraging big data, AI, and VR. Through mixed-methods analysis—including financial metrics (2012–2022), employee surveys, and executive interviews—the authors assess HBG's adaptation to digital disruption. Results show significant revenue growth (97.56% over a decade) and enhanced brand value following multimedia integration, validating strategic technological adoption. However, challenges persist in market innovation, audience retention, and organizational synergies. Comparative benchmarking against domestic and international peers reveals gaps in digital revenue growth and e-commerce integration. The study underscores the imperative for continuous innovation, audience-centric content, and structural agility in evolving media landscapes.