A Study On China International Radio's Overseas Broadcasting Strategies

China Radio International (or CRI) is the only official foreign radio stations, which history can be traced back to December3,1941, when Japanese broadcast was firstly launched by Yan'an Xinhua Broadcasting Station. Before the founding of the People's Republic of China, the Japanese broadcast from Yan'an Xinhua Broadcasting Station and the British Broadcasting from the Shaanxi Xinhua radio station are the two China's foreign broadcasting, the two were served to the anti-Japanese war and the War of Liberation. In the time of war, the first task of foreign broadcasting is to pass information to the outside world, which content focusing on numerous directly'hard promotion', however, those promotions was lack of. strategic awareness.From the founding of New China to the beginning of the Cultural Revolution, China's international statuses continue to increase. At the same time, the international political situation was in turmoil. Against this background, the country needs to make their voices heard to the world. The Central Committee has decided to vigorously develop foreign broadcasting industry. In this period, the international implemented a series of strategies to improve the strength of China's foreign broadcasting, not only to ensure that the foreign audience can hear clearly, and let them accept. However, the left ideological impact of China's foreign broadcasting in developing countries, strategy mistakes repeatedly.During the Cultural Revolution, foreign broadcasting was to promote world revolution without strategy, one-sided emphasis on the political program, completely take the initiative. The error practice resulted in many foreign listeners no longer listening to our program, so, the broadcast effect was very ineffective.Since the reform and opening up, the government's work center shifted to economic construction. The purpose of foreign broadcasting is to promote the transformation of world revolution for real, colorful introduction to China, also, enhance the understanding of China, and thus create a favorable international public opinion for China's development.Around this guiding principle, the international station was to implement the comprehensive approach, through flexible and diverse ways and means to expand overseas coverage, to improve the audibility of programs to ensure that the radio program truly floor to the ear to the heart.In the course of CRTs development, there is great amount of strategies of outside broadcasting, but these strategies has its own internal rules to follow. On the one hand, foreign broadcasting industry is a service for the national interest should be subordinated to the country's overall foreign deployment, therefore outside broadcasting formulation of a strategy should according to foreign policy.On the other hand, foreign broadcasting is an integral part of the news broadcasting industry. To run external broadcasting is necessary to act according to the law of the news media. Therefore, outside broadcasting policy should reflect the inherent requirements of the law of the news media.These two areas reflect the particularity and common of external broadcasting strategy. The outside broadcasting has always been a powerful weapon of the competing interests between countries, playing a huge role in diplomacy, country's soft-power, also, in creating an atmosphere of favorable international public opinion. So, it is necessary to pay attention to strategy when running the external broadcasting.Facts have proved that not paying attention to the strategy will not run outside broadcasting successfully, and its advantages cannot be reflected. Therefore, the outside broadcasting strategy has important strategic significance, and is closely related to the development of a country.