Developing Morning News Programs To Enhance The Competitiveness Of Newscast In Local Radio Stations

Radio station is confronted with more pressures as competition among media grows. In an information-dorminated era featuring faster pace of life, the born disadvantages of radio, such as audibility instead of visibility, seem to be enlarged, which puts the medium in an awkward position. Local radio stations, about 87 percent of all stations in China, not only have to take the pressure from their counterparts, but also compete with the stations at central and provincial level, which are superior in terms of news resources, staff quality, technology level and financial strength, leaving them much less space of survival, and therefore, the weakest link in the industry.Under the multiple pressures, it must give full scope to the established advantages of the radio to take more measures in fixed slot and audience so as to break through the predicament. Hours in the early morning, as the prime time of radio, must be reckoned with in drawing audience and ads as well as edging the competitiveness of news broadcast in local radio stations. In fact, however, morning news programs do not play their due role in most local radio stations. Local audience either listen to newscast of stations at provincial or central level, or prefer TV channel. How is it that it comes to this circumstance and where does it go?The paper focuses on the advantages and disadvantages of the morning news program in local radio stations by analysing current situation of the morning programs, and finds out all that cause the morning news devoid of timeliness and prime time far from prime, so as to explore some effective ways to enhance the competitiveness of local radios by bettering the morning news programs.Chapter One takes a close look at existing situation of news broadcast of local radio stations in terms of quantity, scale, finance and audience. Chapter Two analyzes the relations between newscast and local radios as well as that between morning news and newscast based on the situation mentioned in Chapter One, and looks into the core competitiveness of newscast in local radio stations. Chapter Three tries to seek out the advantages and disadvantages of the morning news programs in local radio stations and what cause it. Chapter Four explores ways to improve and develop the morning news program in local radio stations.