This qualitative study addresses the media innovation of Bingodu in the context of media convergence under the lenses of diffusion of innovation and Liquid Modernity. Through the participatory observation accompanied with in-depth, semi-structured interviews conducted with the staff of the organization, it showed that an independent product Bingodu was created out of a pioneering traditional media SMD to dedicate itself to a new field of mobile media; senior editing and technologies are combined in the content production; external incentive, marketing and interactivity are the three factors affecting user attention; and viable new media business models might be provided in support of a sound system of journalism in the future. This study might provide some referential significance for other traditional media organizations also in pursuit of media transformation.