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Guangzhou Institute of Physical Education，Guangzhou，China
Introduction ：The new media and media convergence represents the future direction of the media，and they are new topics in the field of news and communication.In the authors’opinion，different kinds of new media provide Guangzhou Asian Games with more choices in communication strategy，therefore the research in the communication strategy of Guangzhou Asian Games with the background of fusion in media is of great theoretical significance and application value.They are beneficial to the propagation of Guangzhou Asian Games，Furthermore，the experience of communication strategies of mass media in the pearl river delta，provides the reference for other regions in media development and other cities which will hold Asian Games.Finally，the research will offer information for people to use new media and traditional media in undertaking large-scale sports events，and will leave a valuable information for playing the function of new media and traditional media when undertaking large-scale sports events.This paper focuses on the stage of cooperation of new media and traditional media，the emergence and diversification of application of new media，and the multiple choice of communication strategy of Guangzhou Asian Games and the sports events of the media，etc.
Methods ：The research methods of the paper is literature research，in-depth interviews，questionnaire.
Results ：（1）The major new media participating in Guangzhou Asian Games is scrolling news reports，Mobile news，mobile phone rolling with television，network TV，blog，podcasts，outdoor large message board，flat reader，the media platform，etc.（2）Scrolling news reports adopt round-the-clock continuously across media spreading for users，provide more quickly，three-dimensional Asian Games news content and service information.（3）Mobile news achieve the instant transmission and reception of information，strengthening the timeliness，and improving the interactive.On April 1，2010，Guangzhou Daily jointed China Mobile to launch Guangdong widget mobile phone of Guangzhou Daily Newspaper.（4）During the South Africa World Cup，mobile phone rolling with television dedicated live events which is out of the restrictions of locations for our fans.（5）The biggest advantage of network television is“interactive”and“watch，according to demand，thoroughly changing the defects of one-way broadcast of traditional TV.（6）Blog，podcasts and twitter become the platform of releasing news and showong views for some sports.Many of these factors attract new media to participate in Guangzhou Asian Games.These new communication strategy will help to transmit more high-quality and comprehensive Guangzhou Asian Games news to audience.”
Discussion/ Conclusion ：The cooperation of traditional media and new media will offer the public more prompt，rapid，high quality in 2010 Asian Games news than before.of the media：According to the degree of integration and development of science and technology in Guangzhou area，can the new media be used successfully？Can be accepted by the audience using as the new communication strategies？Whether can achieved the desired effect in the communication effect？Whether there is a new media in Guangzhou Asian Games reports？How can the traditional media and new media have benign and mutual cooperation，mutual complement？We still need to observe and further research to these problems.