The Study Of Diverse Ways Of Spreading Of Broadcast Media

In the 1990s, the first revolution of broadcasting took place with the frequency specialized.With the emergence of new media, broadcasting began a more profound revolution. The most direct impact of this revolution brought broadcasting is the"diversification of broadcasting forms."Harold·Enies, Canadian media theorist, said :"the advantage of a new media will lead to the emergence of a new civilization."Then, it will definitely cast light theoretically on the further development of broadcasting when we explore the reasons and influences of the diversification of the broadcast media and to make a comparative analysis into the results of it so as to point out the problems and development strategies of broadcasting. Meanwhile, it will also enrich our current research into the diversification of broadcast media.This paper is divided into six main parts :Part I, the diverse types of media and its current development. As technology develops, there is a trend for broadcasting media to be digitalized and connected more with the internet. Thus, the traditional broadcasting, the digital broadcastingand the on-line broadcasting constitute the mainstay of the diversified broadcast media broadcastingPart II, the reasons for the diverse ways of spreading of broadcast media. As innovation is the engine of development, regardless of the content or technical innovation. technological innovation comes first in the diversification of broadcast media. However, all the technology serves for the content. Therefore, the technological innovation and the exploitation into the more specific market are the main causes of the diversified broadcasting. Part III, the impact of diversified broadcasting on the traditional mass media. Generally speaking, more complement and less competition. The supporting new technologies and new forms of broadcasting provide the new space for sharing of resources and expanding of their influences jointly. Traditional broadcasters can integrate new media and embrace new technologies to open new ideas, new horizons and to have the new wings so that they can make a revolutionary leap.Part IV, The impact of the diversified pread of the broadcast media on the audience. Improved technology will surely have an impact on the audience in their ways of listening ,listening habits and even lifestyle. Diversification of broadcast media make peoples'communication more convenient and diverse, enabling human beings to have"sensory balance", achieving the advance from the form of only hearing to the form of both hearing and viewing, and the change from only hearers to the role of both receiveing and broadcasting the information, the changes from passive involvement into active participation, and the changes from the sense of marginalization into that of being the center.Part V, Comparative analysis of the effect of diversificied mass broadcasting media. The diversification of broadcasting causes the transfer from the older audience to the young audience, from the county village audience to the city audience, from the grassroots to the elite white-collar class.Part VI, The strategy for the development of the broadcast media in new environment. On the basis of comparative analysis into the effect of diversified broadcasting media, this paper points out the problems of the broadcast media,such as the inadequate segmentation of audiences, the weak specialization of frequency, the insufficient importance attached to the advantage of contents, as well as the corresponding strategies to these issues: they should actively explore new broadcasting segments of the market and redefine radio audience from the perspective of the changes, make full use of contents advantages, and actively cooperate with other new media,etc.