Research On Development Strategy Of Liaoning Urban Radio In The New Media Environment

The development of new media has a strong effect on the broadcast. In theintense competition, there is a trend of narrowcast development. The broadcastexperiences three stages, which is integration, specialization and type. The narrowcastis a type of broadcast. Recently, the study of type broadcast becomes the mostimportant and valuable research topic in broadcasting industry. In the context of therise of automobile industry, with its own development and the new media technology,broadcasting makes a space in the new round of media competition. Despitebroadcasting development is promising; it’s still at the stage of exploring and far fromthe road of broadcast with Chinese characteristics.In the rapid development of new media and the fierce competition of the massmedia, the first urban radio emerges in2003, since then urban radio appearseverywhere. As the result of narrowcast broadcast development, urban radio belongsto the type of broadcasting. Urban life program is one of four most popular programs.In Beijing, Shanghai and Guangzhou, the proportion of urban life program’s broadcastranks first. The contrast results of audiences’ will recent two years show that theyprefer to receive the service broadcasting, so the city broadcasting in China has broadprospects for development. However, the advantage of urban radio in most of thecity’s market is not clear. Liaoning urban radio was established in2005, and thelistening rate ranked first in the province and second in the country. Liaoning urbanradio refused to follow others in the copy mode. Through the breakdown of theaudience, narrow positioning, making the measures suit to local conditions, it takesthe urban radio development road with Chinese characteristics. In the new mediaworld, Liaoning urban radio becomes a success of radio narrowcast exploration. Thisarticle talks mainly about the studies of Liaoning urban radio development in the newmedia environment, and commits to the radio narrowcast process exploration.This article analyzes in detail Liaoning urban radio‘s current development statusand development strategy under the new media environment, elaborates Liaoning Cityradio how to break out of an encirclement and maintain to rate the first in the newmedia with strong momentum, and points out the present problems and the future development to research the development strategy. The first part makes an analysis ofthe cause and market competition ability of China’s urban radio. The second partdiscusses the threat of the new media to the traditional broadcast, and the break out ofthe Liaoning urban broadcast. The third part talks about the innovation andexploration of Liaoning urban radio. The fourth part focuses on the analysis ofLiaoning urban radio development strategy in the future.