Research On Development Strategy Of Format Radio In China Mainland

The view about broadcasting development from the United States, Taiwan and other developed countries and regions show that, when the radio after the heavy hit by television. They began to find another way and the audience breakdown, take a radio station broadcast only one program to win the programming models and patterns, which create a new type of communication mode called Format Radio, the Beginning of the fifties continues till today, as the United States and even worldwide mainstream radio operating mode.Format radio originating from the United States and came to Taiwan since 1970s, which introduced by the senior media from Taiwan and implemented in China the early 21st century, so the format radio is the primary stage of development in China. the occurred environment about format radio in china are analogous to the United States, in case of television media's competition, and have difference such as Internet and other new media's competition and so on. Therefore, we should not only study Format radio its investigation into the world, but also needs to consider the situation of our country and the media context and other factors.Format radio as the research object in this paper have two focus:one is the similarities and dissimilarities between the new mode of operation as Format radio and professional radio which is the second development stage in our country, that clarify the relevant concepts about the Format Radio, and bring much better ideas for the empty field currently which are some slightly controversial discussion of academic research; the second is summarize the development characteristics about format radio from the United States and Taiwan, analysis instance of Format radio development in china, in order to find out format radio experience in the development of our country and breaking through the bottleneck, put forward to implement the format radio model issues needing attention, and predict format radio development prospects and trends in our country.Firstly, based on the previous research, this paper fully integrated the status of broadcast of our country and put forward the localized concept definition and theoretical support, that is, under the theory of market segmentation and audience subdivision, format radio, under a region abundant resources region, the case of frequency in a frequency broadcast only a certain category for different audiences the content of the special preferences, arranged in a clock cycle mode of a fixed type of program broadcast. Clearly show format radio the following characteristics, namely characteristics of the five modes:a specific type of "content stream", the fixed format of "module stream", the vertical arrangement of "form stream, " the advertisement placement "point stream", target clear "audience stream."In addition, spend a considerable length to distinction the difference between the format radio and comprehensive radio especially the professional broadcasting station. On the surface, there are more resemblance between professional broadcasting station and format radio, but the operational logic and operations concept about format radio far away from professional broadcasting station. They will learn from each other, extend, integrate, but the "unitary" nature of change, professionalization is the professional, typed is typed. In general, professional first, and typed in the post; professional rough points, the type of subdivision; in ordinary speech, if compared to specialized stores, then the type of radio is the gift shop.This article summarizes the development situation of format radio in China Mainland, and considers the first pop music radio station called "Sound of Music" belong to the China National Radio in the air since 2002, it began to exploration format radio in China Mainland; so far, there are more than one type of radio station produce every year.After eight years' exploration and practice, format radio in-depth further development build on professional, the future development of China's broadcast media, one of the important trend, and presents two main characteristics:First, from the central station to the provincial capital city more than 40 radio stations have adopted the type of radio model and format the first phalanx; second is the type of music station broadcasting mainly low level, but broken down, news, stories, etc. type of radio began to rising.This Article selected state-level radio station including the Sound of Music from China National Radio and China International Radio HIT FM88.7 Radio and Hubei music broadcast (FUN MUSIC RADIO)where the author is, and the capital city music radio station Wuhan music station as analysis and comparison case, suggest that its development follows a common bottlenecks encountered and problems:In the first place, there are bottlenecks of the system of mainland format radio. Firstly, the mercerization of broadcasting industries is restricted by the administrative of the radio management system. Secondly, the limitations of broadcasting frequency position fixing restricted the optimal resources integration. Thirdly, the imperfection of personnel administration restricted the utilization of human resources. Fourthly, the incompletes of broadcasting industries restricted the intensity of radio station resources. The existing social resources cannot meet the development of format radio station. In the second place, there are bottlenecks of format radio operating pattern. Firstly, there problem of homogeneity of contents is serious; there are two or even three format radio stations in one city. Secondly, it lacks local characteristics; the closeness with the local audiences is not enough. Thirdly, the difficulty of preside is increased. There is a time limit to the emcees to speaking, which makes tougher requirements for language refining capacity and preside personality. Fourthly, it lacks of interaction. The format radio station is composed by the repentance of machine programming songs and a tiny amount of words of the emcees. The Recognition and loyalty of the audients is inevitable decline. Fifthly, there is Limitation of programming module which Making the inclusive and scalability of Broadcasting is constrained. In addition, a number of objective factors such as the technology and broadcasting frequency resources become bottlenecks of the development of format radio.In the specific measures, the paper proposes the following four approaches. Firstly, Making integrated measures to promote the format radio step by step. Do not assume to accomplish the format radio in one move or simultaneously. Secondly, identify the location, promoting format radio in multiple ways. Thirdly, promotes format radio with care and by its features. For the audience aspect, format radio should not to pursue all-embracing, just focus on "minority"; for the brand aspect, format radio should be personality and avoid of vague, the brand should be marked by its feature; For the emcees aspect, format radio requires unique charming. For the advertisement aspect, format radio should not have to conquer the world, but just focus on what should be. Fourthly, format radio should be advance in-depth and market-oriented.Finally, the topic is placed on the background of the entire development of broadcast media and the world broadcasting, and then makes judgments on the prospect and development trend of mainland format radio. In the following several years, with the improvement of technology, there is a steep rise in the number of format radio. With the development of automobile industry, format radio developed in diversified trend. With the promotion of structural reform, the development of format radio shows a union trend.Particularly, creating a provincial radio broadcasting network by jointing the advantages of format radio, such cooperation is consistent with existing practice of advanced countries and regions such as the United States, Taiwan, and may making a model and influence to the reforms of format radio.