Research On The Transformation Of The Traditional Artistic Radio To The Categorization Music Radio In Domestic City Radio

The format broadcast was generated from Western countries in the 1960 s. It operates in a particular mode that broadcasts specific program content, in order to make people have a new understanding of broadcasting. This specific type of broadcasting is developed from the traditional sense of "broadcasting" to the direction of "narrowcasting".Format broadcast was originated in American. Different from traditional radio frequency, format broadcasting no longer relies on different time periods to create columns with different styles and contents. The purpose of format broadcasting is to create a set of consistent frequency where there are no boundaries and distinctions among the overall styles of the programs. It appeared that this broadcast changed the ways of attracting the audience, which was widespread and had a lack of pertinence. It weakens the role of host in controlling the content, and instead makes the host serve for the program, and now only for the dissemination of a culture, the attraction of audience. Currently domestic urban radio stations are experiencing a transition from traditional art broadcast to format broadcast. After the transition, there has been a great change in terms of the role of the host, content, target audience, advertising and marketing, and overall packaging.First, the role of host has changed. On air professional music editing and playout system has replaced the host to edit music, but the demand on host’s offline ability increases. Second, the host’s dominant role in program is gradually weakened. The language should be concise and precise, reflecting concomitant. With regard to the content, format music broadcasting highlights more on music and hearing, but diminishes the role of host and form. Third, the audiences of the format broadcast are targeted and segmented. Format broadcast has abandoned tpoorly designed advertising such as medical visiting, paying more attention to artistic creativity and integration of the whole program. Fourth, with regard to branding, format broadcasting has changed from branding for each column to an overall branding, while at the same time cooperating with professional radio production team to improve overall quality. Then by taking the successful transformation of Zhangjiakou taste music broadcast for example, this paper states the necessity of the transition from the traditional art broadcast to format broadcast for domestic urban radio stations.The characteristic of typed broadcast is concomitant. It highlights the consistency of the overall style, achieving the cohesion of the content whenever you open the radio.This thesis compares the format music radio frequency with traditional art radio frequency, in terms of similarities and differences of the content and language expression of the host. This thesis also elaborates the changes in the program content, target audience, advertisement and marketing as well as overall packaging of both the format music radio frequency and traditional art radio frequency. This thesis illustrates the necessity of format music radio broadcasting in the transformation of China’s radio broadcasting.