Talking About China Specialized Broadcast In The Development Of The New Media Age

Radio broadcasting is usually seen as the "disadvantaged group" among the four traditional media. Under the never-ending changes of "new media era", radio broadcasting has also been fiercely hit. With the current complex media developing at a very high speed, whether or not broadcasting can clearly understand its own advantages and disadvantages, whether or not it can use other media's strengths so as to be able to show its strong points and hide it's weaknesses, and to mix together with new media to progress, is crucial for this "disadvantaged group" not to be eliminated in the competition, but to keep a good sustainable development. However, in China, "professionalized radio" is the form in which the media business is practicing.This dissertation tries from a research angle of media practice in order to look at the professionalized radio in the development of "new media era". This dissertation also looked back on the history of Chinese professionalized radio progress; it analyzed the impact of "Zhu Jiang model" towards the development of Chinese professionalized radio; it also discussed the radio system and the management changes in Beijing Music Radio and Beijing Communication Radio; it assured the significant meaning of typological radio which was developed by China People's Broadcasting Music Radio during the process of professionalized radio; it also noticed the bold attempt of the combination of traditional radio and new media by INet Radio, YinHe Radio and etc. This dissertation also discussed, from both the structured and the non- structured system level, the difficulty that Chinese professionalized radio is facing; it tries to use listeners' data base and radio evaluation system to build and improve the market and the current loss. As to the question of the relationship with the new media, this dissertation looked at the network radio, application of web2.0 and other new media forms that are in close contact with radio; it believes that through collaborative evolution and survival will radio exist under the attack of new media tide; through uniting activities and services will the aggregation of the traditional and new media be a growth pole.