Study On The Current Situation And Development Of Hisports Radio Program

With the rapid development of the reform deepening and opening up and thesocial economy, Shanghai sports also entered into a transitional period.Thedevelopment of sports put forward new requirements on the mass media. Sports radiois the platform of Shanghai sports internal and external communication. In the past20years, the hisports radio (Shanghai sports radio) in the background of the reform ofthe media, also embarked on the road of reform and development.Radio program is embodied in the different stage of development in mediaconcept, architecture and microscopic practice, is a product of interactive broadcastmedia and social system, the media, the audience market and other factors. Therefore,from the perspective of media ecology, by using the method of literature, investigationmethod, logical analysis, questionnaire survey, expert interviews, the author analyzesthe establishment background, broadcasting stage division and development power.Analysis shows that, the hisports broadcasting was founded in China’sbroadcasting, sports in China, the audience market and internal Shanghai TV sportschannel broadcast operations and other factors. During9years of the developmentprocess, hisports radio program layout displayed from the traditional linear layout tothe plate program composition program layout, there is a breakthrough in the form ofthe program; the content of the program, broadcast professional content, fromprofessional frequency to rely on the professional contents loyal audience, service andpromotion programs to attract edge the audience, and then to today’s emphasis onprogram content, professional and localization, strengthen media integration toimprove program quality, spiral.The author concludes that, the impetus of five-star sports radio programdevelopment mainly lies in the frequency location in external environment and matchresources to further enrich and radio editor of mature, in the internal environmentchange and internal personnel flow and program to share.The existing programs broadcast mainly embodies the hisports event broadcast incontent and broadcast mode diversification; programmes reflect the "localization","professional","entertainment" and "open"; news program on "rolling","linkage" and"vivid" aspect obvious characteristics.Hisports broadcasting also has certain promotion space. Column shows topicrepeated, easy to cause the auditory fatigue; program planning link up interaction,interaction effect; line activities not normalized, influence of frequency brand shapingand promotion; health programs on television staff’s efforts, the lack of socialinteraction. The development of the micro program is the author in the analysis of theexisting layout of the hisports radio program to find space.The Author found in the ecological analysis of hisports broadcasting, developinghi sports broadcasting can be "cultural power" strategic policy guidance, alsoconforms to the development trend of broadcast specialization in our country, it alsooffer an important support of Shanghai sports development. Of course, thedevelopment of the sports broadcasting programs must also face fierce competition onthe market a variety of media audience. And the change of Shanghai radio audience market development of hisports broadcasting program put forward higherrequirements.The author thinks, puts forward new requirements three communicators, thenew media environment on the hisports broadcasts in the process of communicationmedia and audience, also makes the hisports broadcast in the process of reform anddevelopment of the program, should establish the "great sports view", strengthentheir own brand building of the program and the host, make more retired athletesbecome the members of the team, give more attention to social interaction,improveinteractive multimedia mass sports, both in the focus of competitive sports events atthe same time, further improve the media model, so as to construct a more reasonable,scientific and media ecological environment.