The Change From "Radio" To "Narrowcasting" - A Probe Into The Development Space Of Chinese Type Radio

This paper aims to give a preliminary study of the development potentials and mode for Format Radio in China. Having existed for several decades, the Format Radio was born in the America, but with only not more than 20 years’ history in China. During this period, various format radios have appeared in the national broadcast media and each local TV station. With different positions and potentials, the present format radios are developed unevenly. Thus answers to questions like what the future development tendency is for the format radio, what t he law of development is for it and how to enlarge its developing potentials are to be studied and explored. Starting from the point of “Revival of County TV stations”, this paper has made an initial research on China’s format radio development tendency, and here we have discussed its potentials for development from five levels as “Program Pattern”, “Frequency Positioning”, “Advertisement Mode”, “Media Resource” and “Personnel Management”. Finally combining with China’s some present successful cases of format radio, this paper has concluded some experience for its operation, and has offered some suggestions for future operators of the format radio.