Market-oriented Measures Of Broadcast Media In The New-media-era

This article concerns mainly with the discussion of how to combine thenew media market expansion of China’s broadcasting industry, under thebackground of the media development. From a macro perspective, thebroadcast media is gradually out of the bottom rebound, but still a huge gapbetween the television, internet and others. From a micro perspective, thisarticle focusing on analysis of the broadcast revenue structure, means ofprofit and audience, and summed up some of the problems that existed in thebroadcast media, the strengths and weaknesses of broadcast media as well,through the analysis of these two aspects. Then talk about the Pandora,whocould be a successful “network-music-service-provider”,and Beijing People’sBroadcasting Station, who have made some progresses in combination withnew media. In the final part, based on their own problems and the background of the development of the media market, this article try to get agood way for broadcast media development, from the angles of broadcastingsystem, audience marketing strategy and multi-platform integration strategy,brand strategy.