On Broadcasting Development In New Media Environments

New media have had a tremendous impact on the traditional media broadcasting.However,from AM,FM,through technical changes to survive and develop to the digital audio broadcasting.In the new media environment,the development of broadcast media exists both strengths, and disadvantages,both opportunities and challenges.History and reality of the development of broadcast media and shows that in the new media broadcasting environment still has room for their own survival and development.In the new media environment,the network broadcasting,mobile multimedia and other new media integration,there are questions about management,policy,technology,capital,people and markets.The broadcast media chooses the way of integrated,or typed,"broad-casting" or "narrow-casting".Management in the broadcasting business,there are questions about management system,scattered ads,market downturn and so on.If China's broadcasting want to develop in the new media environment,integration strategy must be taken to the media:changes in broadcasting technology and effective integration of television, magazines,newspapers and other traditional media;the effective integration of the Internet,new media,such as mobile multimedia resources to further expand the dissemination of real-time Internet radio function,further strengthen the functions of interactive services;to take the audience strategy:to meet the various needs of the audience to meet the different needs of different audiences,going on the road of specialization of content,the form of innovation;must be taken to brand strategy:carry out CIS system,to strengthen brand building and promotion,in order to set a good image of the media;Marketing strategy must be taken:carry out business road to try and find out;to do fine and stronger,improve access rates,integrate radio resources,reduce operating costs,and explore the road of the network broadcast media group.