The Study On The Development And Reform Of The National Radio In The New Media Environment

The digital, network-based, interactive technology has become the norm of journalism and communication in the current information environment. The presence and prevalence of electronic newspapers, online radio, interactive television, mobile news and social media cause a tremendous shock to the traditional mode of broadcast radio news, meanwhile, the tremendous challenges to their survival and development as well. Nowadays, in the context of traditional media and new media fusion, the radio station has transferred from the single radio broadcast to the diversified development pattern including mobile radio, internet radio and traditional wireless radio. The radio station provides users with high-quality, low price, and a wealth of information services and the convenient receive way of information. The change of spread way, the present of the new technology, the change of the audience needs, as the National Radio News media platforms, how to deal with. This paper discusses the advantage and disadvantage of the radio station in detail in the new media environment, turning the experience into rational knowledge, on the other hand, through the study on the creative programme, this paper explores the fusion of the radio station and the internet and the pattern of the integration of the radio station and the internet. The theory will be concluded to guide practice. The author considers the CNR should take the advantage of its quick, convenience and authority to strengthen the fusion with new media and service the audience well.