Listening Behavior Changes From Shanghai City Listeners Type Of News Broadcast Optimization

The influence of broadcasting media is being dramatically challenged with the rising of new media and change of media market. More and more people are listening to the radio on cell phone and computer when they are moving, and getting information from online media as twitter, which makes the audience have a variety of choices and the scarcity of media is no longer existed. With the fact of information explosion, media excess and limited audience, the traditional broadcasting media are facing the buyer’s market. An investigation shows that nowadays,the frequency of radio is much lower than that of TV,newspapers,internet,only a little bit higher that the frequency of magazines in China.The major broadcasting stations in Shanghai are also faced with declining audience share and have a shadow of their influence nowadays.The frequency of radio varies from audience to audience as each of them has different life style. This implies the importance of the audience analysis.In order to keep current audience and gain more with lower cost in such competitive market, it is significantly important for us to analyze the structure and radio listening behavior. Media integration enhance the influence of broadcasting media and change the relationship between media and audience. This thesis takes Eastern News Radio——the one and only format news radio in Shanghai as an example, analyzing the variation of news editing and broadcasting due to the change of listening behavior of city audience, and comes to the conclusion that it is an inevitable trend that news broadcasting will become audience-oriented and integrate more media forms with the depressing need of personality and deepening of interaction, which offers a better solution for format broadcasting.