Study On Digital Broadcasting Profit Model

The main source of income for the traditional broadcasting is to rely on advertising, but in recent years, the rapid changes in the pattern of media environment, radio stations also leads to a decrease in the rate of decline in advertising revenue. According to the monitoring data show2010CTR ads, radio stations in several big media in the share of advertising investment is minimum, only2%. For broadcast at a relative disadvantage in traditional media, how to break the siege in the increasingly competitive media environment, and to gain a place, is currently facing major problems, is one of the hot spots in the present study. This article made use of new media, the rapid integration of new information technologies to the development of radio, achieving the seamless connection of traditional media and new technologies, radio, the ultimate solution lies in the digitization.The aim of this paper is to deal with the relationship between digital fusion and the cost approach, the broadcasts can get rid of a single advertising revenue model, achieving a higher number of profitable space. Based on the digital background, analysis of research and case development of profit model of broadcast, this paper puts forward some feasible suggestions for the sustainable development of broadcasting:(1) when you listen to music, the audience demands on quality of higher."Hi-fi music radio" with CD quality sound, is more in line with the hearing of the audience demand, in addition to listen to CD quality music on the radio,"high fidelity music radio" but also look at the lyrics, browse information, or even directly buy songs. This model is worth popularizing broadcast forms, is the operation direction of great market potential;(2) to take advantage of new broadcast frequencies, opened a short text message to push as the primary mode of transmission of the broadcast short message broadcast on the point to multipoint applications, than any communication method on the market today have an edge, it’s fast, convenient and spread wider, more penetrating, and low prices. Targeted to open different SMS broadcasts, to provide more professional service and maximum income generation;(3) with increasing living standards, part of the high-end consumers have a good economic foundation, have higher requirements on the quality of life, love the music, they pursue a better enjoyment of hearing, refuse commercials. And surround sound broadcasting is the charge of music lovers to provide excellent listening choice. The paid listening mode of surround sound broadcast is to be able to try, also very prospect of training;(4) with the new increase frequency after the digitized transformation, broadcasting station uses the frequency exchange, the frequency rents, or broadcast jointly according to ways and so on proportional distribution advertizing revenue carries out the cooperation with other broadcasting station. Opens more broadcast channels, carries out a variety of network cooperation with other radio stations, and obtains greater returns;(5) improve the uniform technical standards for mobile terminal, expand the common pattern of digital content, reduce the number of existing broadcast content in a different terminal shipping issues to be produced in different formats;(6) the establishment of the overall business model:the establishment of a network of stations is relatively easy and low cost, but because of the characteristics of digital information transmission, parallel principle of streaming radio voice, every increase a listener, occupied bandwidth is greater. That is to say, the more the audience at the same time, the radio broadcast on the higher costs. It can create the overall business model for this problem.