The Exploration Of Format Radio In China Through A Case Study Of Music Radio

On September, 2002, China National Radio arts Channel was renamed Music Radio, marking the first format radio among Chinese radio network. The launch of the Music Radio was thought to be a milestone in the broadcasting history.Learning from the western mode of format operation, Music Radio brought fresh ideas about programming and management. It (refers to" format radio") relieves the homogenization of competition, increases radio stations' profit and meets the needs of diverse audience, pointing to a new development path for lots of radio stations struggling in seeking specialization. Since then, radio stations from other areas and provinces started their exploration of format radio, which were proved very successful.Through the Music Radio phenomenon, this paper makes an in-depth analysis of format radio. The entire paper comprises of seven parts.The preface contains the study background, values, methods, and brief statement of available literature. In the first chapter, it introduces the notion of "format radio" and distinguishes it from the traditional "specialized channel" then tells its development both at home and abroad, especially points the reasons behind the boom of domestic format radio. The second chapter explores the essence of format radio by conducting the case study of "Music Radio". Then come the third part, which further examines the mode of format operation. In addition, this part grasps the great significance of such reform. The fourth chapter predicts format radio's features, including the advantages and disadvantages. After that, the next part discusses methods for flourishing format radio. The last part is a review.Although format radio has existed in other countries for several decades, the notion is still a newborn as not many academic researches have been conducted. There are also some misconceptions in practice. This paper focuses on the subject and attempts to provide some practical solutions in developing Chinese format radio through an all-round analysis of it.