Research On Podcast Media From The Media

With the rapid development of the Internet, especially the appearance of WEB2.0, we-media with new technologies approached the spotlight of many people. we-media has brought a new kind of discourse power, it broke the discourse monopoly of the government,and the audience began to speak in front. Among them, the podcast as a new digital broadcasting, it into China at the end of 2004,and developed rapidly, users become the content producers and consumer of Internet.The Advantages of new things are obviously, the interactivity, convenience, on demand of the propagation characteristics and low cost, low threshold, personalized writing style of podcast all make the audience feel refreshing. In the meanwhile, podcast highlighting the advantages and also appeared other problems like poor interactive, copyright disputes, profitable revenue, management difficulties and so on.Taking "the garlic broadcast" as an example, and by contrasting with traditional broadcast, this article make in-depth analysis the business model of podcast on the contents of two modes of production and marketing model. So that the article can provide some theoretical recommendations for the future development of the road of podcast. In the analysis of content production pattern, the paper compare it with the traditional broadcast content from content production concept, content production technology, content production units, content production and content analysis of the production process in five areas podcast production model. On the analysis of podcast marketing model, the article based on the 4R theory from the association analysis, reaction and relationship. Derived from the comparative analysis, on the content of podcast should be in conjunction with the PGC and UGC production mode to enhance podcast professional; on marketing podcast should fix the profit model to step the development path towards commercialization. Media development under the we-media context should pay more attention to the integration, interaction, diversity.