Research On The Upgrading Of Radio Industry In The New Media

Broadcast media is the first voice media. Broadcasting industry, as a branch of the traditional media, after experiencing from its birth to its fast development later on, has stepped into a more stabled and matures period. Different from highly concerned television and internet media, boradcasting media, although it has a large population of audiances, itself has began to fade out from publication gradually becauses not only its limitation of its distributing mechancism but also the coverage problem. During this literature, it can be seen that the market share of traditional media and advertising revenue had a markable declined rencent years. In constrast, new media this years has been actracting large numbers of either new audiences or advertisers in a very short time, thanks to it not only brought in a new interactive way and a completely new content but also its fully usage of time fragementation. But one thing should be noticed is that lots of different types of broadcasting program whatever in internet or mobile device, concerning boradcasting programm itself, it is still popular and has big audiences group. So obviously it proved the fascination of voice and broadcast with no doubt. But how to face the challenges from new media,to seize the opportunity in order to bring traditional broadcast completely revitalized, getting better by using the power of capital, which has became the most important question faced to all boradcasting participants.Under the background of new media, domestic traditional broadcasting industry, especially speaking Radio Beijing Corporation industry, nowadays positioned in a weak situation in terms of system, management, human resource and also the application of new technology. Therefore it faced big challenges in order to develop even further. However, broadcasting industry, living upon broadcasting media, still has various of competitive advatanges such as strong content productivity, standardized advertising management, competitive media credibility and influence and so on.Therefore, exploring the transformation of boradcasting media turns out to be significance in new media era. This literature, by using some theories such as Porter’s five force model, based on econimics, also together with analyzing of both domestic and foreign boradcasting development especially focusing on British and American cases which have been transformed successfully, tries to provide a valuable thinking in helping with not only the development of Radio Beijing Corporation industry but also the domestic broadcasting trasformation. The article will illustrate the issue by considering four general aspects, which are broadcasting industrial chain, capital operation, stimulation of system’s vitality, and the most likely appeared problems during the development.First of all, the main changes that new media era brings, can be summerazied as following: the changes of distribution mode, the new content distribution and the new operating mechanism. Therefore it needs traditional broadcast organization to respond and react rapidly so as to seize the fundamental changes, adjusting its operating system and altering internal organizational struction correspondingly and properly.Secondly, attempting to change the role of the new media platform to make it from competitors becoming either stratgy partners or stakeholders. Because new media needs variety of content resources and high quality contents, it has become the main focus of new media. Whereas Beijing Radio media, during a long term opertation, owned and maintained a large number of high-qualitied program resources and full-experienced presenters. Not only this, but it also has the powerful content producitivity and good control on program quality, which means that it can play a good role as the upstream supplier of new media industry, achieving a new breakthrough either in commercial or copyright operation of voice content. In the near future, it may become a new profit growth point of Radio Beijing Corporation. On other hand, new media, because of its competitive network influence and large user group, can also help Radio Beijing Corporation to distribute its program more widely and efficiently. To Beijing Radio itself, it is better way to strengthen the coopperation with some well-known new media platform rather than building its new media platform on its own, by doing so, it will not only realize the cross platform distrubution but also achieve the full media distribution. It can be seen as the important strategic significant to Radio Beijing Corporation whatever in terms of brand enhanced or industry development.Finally but importantly, the capital application of broacasting industry. Most of new media platforms were born with the help of social capital, whereas the state is also positivly using the capital power for helping the transformaiton from traditional media to new media. Under the political support, Beijing Radio Station, by using its fund, has already exercised some useful and beneficial capital operations. But, in contrast to new media, Radio Beijing Corporation is now still in very early stage in terms of capital operation, therefore which means that they need to strengthen and improve constantly whatever in capital openness or in the adsorption and usage of social capital.