A Study Of Broadcasting Communication Strategy In Multimedia Times

Since 1990', we have advanced into an era of multi-media introduced by computer and communicative technology. Digital technology and double-way technology characteristic of the multi-media integrate letter, symbol, sound with image, and put the media into such a complex and versatile use that makes the message of the multi-media the typical way of contemporary communication. With the introducing of the new media such as satellite live forecasting, INTERNET, mobile TV, the electronic communicative media consisted of radio has changed from the traditional media into the modern media. Due to the large economic and social development in our country and the individual release of the cultural demands of the audience, great changes have happened in the existing environment and eco-environment of radio. Undoubtedly, under the impulse of many other media, radio, an old media, is confronted with the serious challenge and more rigid competition and the opportunity of development.What development environment is the radio of our country faced with under the background of the multi-media? How or what tactics should radio adopt to survive and develop? Therefore, it is well necessary to study the development of radio and forecast it's future from a wider angle.The paper has five chapters. The first chapter sets forth the reason and the purpose of choosing the topic, the present documents in the academica circle of our nation, the studying frame and the method . The second chapter analyses the circumstance of broadcast's development, including policy, communication and market. The third chapter analyses the developing condition of broadcast in multimedia time. I point out some special advantages that can be the new turning point of broadcast in multimedia time, explain a lot of beneficial changes of our national broadcast audience market, and introduce the new technology that can be used in broadcasting area of modern times and the future. The forth chapter expounds some strategies and plans of the development of broadcast in our country. First, from developing Internet technology to building net broadcast, it can bring about broadcast's rejuvenation. Second , by accelerating the new technical development to replace and change the broadcast's structure and system, it can strengthen the material base of survival and competition. Third, based on integrating the internal sources, broadcast's development must unite the media or other industries. Forth, the contents of broadcast's program is the key factor of the media. In the last chapter, I conclude the main idea, and put emphasis on the new ones of this topic and open a new prospect of the future of our national broadcast in new times.