Joy In Front Of - Case Analysis

Broadcasting is a kind of productive force, which gains advantages from its wide coveragc, fast spread. vivid language and immediate communication. National conditions of China make that most Chinese take radio programs as I~ priority among all kinds of media, so it is necessary to study how it survives and what direction it should go. l抙is thesis is a systematic research through approaching the backgrounds, stralcgies and administrations of a radio program named 揜ight I)ircction?from International Channel of I)alian l~eoplc抯 Broadcasting Station. With the analysis of its sprouting, growing, re-positioning and maturing, the writer finds out that the success of 揜ight Direction? comes from its foresighted planing and perfcct strategies. Meanwhile, there does exist something fortunate. hut any fortuity contains necessity. 揜ight [)irection?is popular hut lovely, and it is common hut elegant. Advertisement income from the program reaches the highest record compared to all other radio programs in t)alian, which also shows it is a 揹ouble win?from both social and economic benefits. By changing conventional ideas and diverting normal viewpoints, 揜ight I)ircction?walks down from the holy temple of media and runs directly to the hearts of normal human beings. 揜ight I)irection?is a dramatic and persuadable radio program, and it is a good sample to study the management and strategy of current media fields. Lithcr its formatting. its timing and its positioning, or its strategies on advertisement pricing, 揜ight [)irection?is a 搈arket creator?rather than a 搈arket follower? It goes to a helter way through a reforming path, and leads to easier direction to further study the competition among all radio programs in Dalian.