The Practice And Reconsideration Of The Combination Development Of Guangdong Broadcasting Station

The combination development is the necessary method for the broadcasting industry of our country which is now facing the upgrading and merging of industry and the intense competition from the international media corporations.The goal of combination development is to strengthen media corporations of our country according to resource merging.The Guangdong Radio Station is obvious the precursor of the broadcasting industry of our country.The practice of the combination development of the Guangdong radio station includes nearly all aspects of the media merging.From the perspective of the form,there are provincial combination,the cross-province combination,the cross-media combination and the cross-industry combination;From the perspective of the content,there are the program combination,the advertisement combination,the technology combination and the great activity combination.Although the Guangdong Radio Station have been making great progress because of the combination development,it still confronts many problems.And the core problem is the ownership which is the obstacle.Besides,the marketing prospects of the two combination sides have not been broaden.To change this condition,all the radio stations and the local governments should tightly surround the value chain of the industry of broadcasting and change their traditional notions.The local governments and the core radio station should positively guide the market of broadcast;the other radio stations should give up the mode of "big -and -all" and pay their attention to the market of broadcasting...