The Plight Of The Response And Breakthrough

It is pressing and necessary to explore a way to adapt to age and walk out of awkward difficulty under the situation of broadcast program paper wholly keeping going down and having a dim future. This text processes a comprehensive coordination in a depth for the developing venation, mode of paper and advantage characteristics using the advanced experience of similar media in domestic and overseas in different times. In virtue of disseminator theory and journalism, it makes consideration on the strategy and breakthrough ways of broadcast program paper to walk out of puzzledom.First section of this text makes a systemic coordination for the developing venation of broadcast program paper. Among it, the descriptions for developing history of BROADCAST WEEKLY, which was established in Nanjing in Sep. 1934 ,has clarified the universal mistake on the fact that 1950's as original period of broadcast paper recurring to the concrete data.Based on history reviewing, this text carries out a comprehensive and deep analysis to the reason on broadcast paper running into jam, characteristics of broadcast program paper and relative advantages of broadcast paper with other media and forward competitive pertinent strategy.The second section of this text summarizes three modes of current broadcast paper as n>x, n=x, nx mode, which is "based on broadcast and extending properly" is the most rational mode.The writer hereby further demonstrates the perfection and improvement of n>x mode under real-life situation .On one side, broadcast program paper shall tightly grasp its special resources advantages and take actions surrounding broadcast characteristics with enriching the connotation of " guide sound & screen and direct seeing & hearing" ,and makes deep digging for media resources then deepen sound & screen information into unique content of newspaper. On the other side, broadcast program paper shall properly extend beyond broadcast field. Broadcast program paper can become information requirements of family members, guide of daily life in all respects and necessary supplies of city residents through its advantages and characteristics such as amicable, family-like and collectable and its orientations, such as information manager, life assistant, consumption consultant, feeling mates and leisure partners.