The Innovation Research Of Broadcast Under The Media Ecology

After entering the new century, the domestic broadcasting maintains a strong momentum of growth, whose professional frequency constantly increases and advertising revenue continued to grow. So the confidences of the future of broadcasting are full for the industry experts, meanwhile some scholars believe that there are tendencies and reasons for the rise of broadcasting. However, the rapid development of broadcasting has largely depends on sacrificing the broadcast media ecological resources and destructing the broadcast media ecological environment, which indicate that serious broadcast media ecological crises have virtually hidden behind the surface of prosperity. Therefore the problem of broadcast ecology and radio should be paid widely attention and highly valued from industry and academia, and.Due to the temptation of economic interests and the driven of commercial logic, most of domestic broadcasting stations in are focus on making the broadcasting development while ignoring protection, emphasizing on economic benefits while ignoring the social and environmental benefits, meanwhile only a few stations are managed and operated in accordance with the principles of standardization. This phenomenon will results in a serious imbalance in the broadcast media ecosystem. The core of Gowoods competitive exclusion law in media niche strategy is "misplaced competition", whose basic content includes the search for the original ecological niche and staggered niche. In this sense, the broadcast media should focus on opening up new markets or non-saturated market, and take the other media have not follow the path. After making a large number of adequate investigations, the broadcasting media should be continually innovated and maintain individuality as well as strengths, so that they can avoid duplication with other media-style situation.In order to survive in the competition of multimedia, broadcast needs innovations in the concept, technical, operational level and so on. Of course, such innovations must follow the media niche strategy. The broadcasting innovations'current trends are personalized survival, the segmentation of the audience market and the overall full-frequency management. In the actual combat, the very useful attempts contain the broadcasting community-based development, the application of the competition in the media market, the multi-touch integration of broadcasting and network as well as some other small innovations, that the several aspects should be also focused for the broadcast.In this thesis, the broadcast media forms and the broadcast ecological environment were analyzed, which based on the media ecology theory as the basic theoretical foundation and the background of broadcast frequency specialization. The thesis putted forward the "dislocation competition" and the broadcast media sustainable development strategy based on the concept of "niche" in ecology. Furthermore, the broadcast innovations were proposed under the guidance of the broadcast media sustainable development strategy, which could meet both the ecological protection of broadcasting and the audience demand. The proposals will ensure broadcast sustainable development and the win-win for the broadcasting on Audience market and economic benefits.