Study On Status Quo And Development Of Broadcasting Media In Nanjing Area

At present, broadcasting, together with newspaper and television, have been regarding as Three Great Traditional Medias. With the fast and vigorous development, broadcasting has the courage to practice and explore in Nanjing area, outstanding its own characters among the media competition, and effectively exerted the function of Spokesman for the Communist Party and the People. Nanjing Broadcasting media has been playing a significant role in socialist ideological and ethical progress.Since the reform and opening up in China, the important change of environment has promoted the evolution of broadcasting media in Nanjing. Loose, comfortable and opening political environment in the process of democratization, fast developed economic environment in domestic coastal areas, and media recipient environment resulted in the upsurge of floating crowd who tune in radio due to rapid increase of automobile holding quantities, all of which contribute to creating conditions for the leading development of broadcasting media in Nanjing area. So does technological environment created for broadcasting by quick changes in science and technology, e. g. digital technique. At the same time, the severe competition circumstance between homogeneity media and heterogeneity one also gives a crucial impetus to broadcasting evolution.Right in such environment of development, broadcasting media in Nanjing has found out appropriate running patterns and working ideas for promoting its progress: Jiangsu Broadcasting Corporation (Group) and Nanjing Broadcasting Group respectively built at provincial level and municipal level have jointly integrated broadcasting resources into television, enlarging and strengthening broadcasting business; At the time of Narrowcasting, broadcasting media has carried out the division of labor towards channels specialization; Nanjing broadcasting media has fully recognized fostering brand is a key to avoiding homogeneity competition, and meantime, acquired welcome results by now in the process of setting up the brand image and integrating mass communication with marketing.However, during the course of evolution, broadcasting media in Nanjing area has also met new problems and puzzles which presented as follows: Homogeneity competition among the local broadcasting media is still of graveness and the trend to vulgarization is very worrying. However, owing to the lagging of study on media recipient feedbacks, the shortage of excellent inter-disciplinary talents as well as the imperfection of media industrial system, all make Nanjing broadcasting media insufficient to its sustainable development.