Explore The Way Out Of China's Typified Broadcasting Reform From MYEM

FM103.5,a pure format music radio organized by ADREP China Company and Nanjing Broadcasting and Television Group officially come to the air at 2008.It's unified national frequency slogan is“Good music at any time".It opens a new beginning of China's pure format music broadcast network.Currently,MYFM music broadcast network has been established 9 frequency cooperation with provincial or municipal radio across the country and annually increase 1-2 new frequency.The pure format music radio network----MYFM ended the separate reform for each individual frequency,carry out the "pure format radio reform" with the unique way of overall brand building and keep the frequency style highly consistent.MYFM combine overseas financing,enterprise management,modulation frequency to establish a new format radio reform mode" three pillar”.Strictly comply with the concept of“listener are first" in every department and details of whole company's operation.It intends to transform the traditional broadcasting authority identity highlights frequency belonging and make the listeners felt like "MY radio play the songs I like".During the past 7 years,every branch of MYFM has achieved good results.MYFM103.5 are in the primary stage of China's format radio reform.Follow its trajectory,this thesis will start at the comprehensive analysis of the format radio origination in worldwide background within the scope of the comprehensive factors,summed up the format radio characteristics and theoretical basis of the orientation.Then summarizes present situation and the plight of China's format radio reform,comprehensive interpretation on the core of MYFM's operating model and business philosophy.At last,combined China's national conditions vwith the pros and cons of format radio reform background analysis,to explore a new“Chinese characteristics" reform way of China's format radio reform.I personally feel the China broadcast typed change as the host of FM103.5.Combined with the actual work experience,interviews of frequency managers and business operators,authority of the audience and market research data,prefer to provide meaningful reference for China's format radio reform.