Methods of integration between traditional and digital media in producing health content on Egyptian channels and its effects on the Egyptian audience

The research aimed to identify the methods of integration between traditional and digital media in producing health content on Egyptian channels and its effects on the Egyptian audience. To achieve the research objective, the survey method was used, as the research was applied to a field sample of (200) Egyptian youth respondents between the ages of 18 and 40 years. In this context, the content analysis form and the questionnaire were relied upon as a tool for collecting data, and the theories of media richness, integration, convergence and health beliefs were employed as a theoretical framework for the research. The results showed that "building awareness of the issues raised" was at the forefront of the objectives of the sections of the programs under analytical study, and that "social media sites" was at the forefront of the means of interaction provided by the programs of the analytical study sample for audience interaction, and the evening period (from 5 to 11 pm) was at the forefront of the preferred follow-up period for the field study sample for health content on Egyptian television channels, and "increasing awareness of health issues" was at the forefront of the impact of integration between traditional and digital media in producing health content on Egyptian channels from the point of view of the field study sample. It was also found that there was a statistically significant correlation between the extent to which the field study sample followed health content on Egyptian television channels and their attitudes towards integration between traditional and digital media in producing health content on Egyptian channels, as well as the existence of a statistically significant correlation between the means of following health programs preferred by the study sample and sources of health information, while there was no statistically significant relationship proven between the extent to which the field study sample followed health content on Egyptian television channels and the impact of integration between traditional and digital media.