Changes In The New Era Of Media Convergence Microblogging Letter To The Spread Of Radio Programs

Simply outline of the process of the development of the broadcasting,which has experienced the variation from the "Complete Recorded Broadcast"to "Half-recorded Broadcast" to "Full-time Live Broadcast ". Evolution of thiskind of change is actually because of the audience reversed requirement to thebroadcasting. Radio, now, in the digital age, still needs the constantly evolutionas the change of the audience listening habits occurs, such as networking,digitalization, fragmentization, mutualism.By the end of2010, the national broadcast radio frequency reaches morethan2700sets, covering nearly1.3billion people, comprehensive populationcoverage of96.78%, China became the most populous radio coverage countryin the world. As China’s per capita income and living standards improving, therhythm of life accelerating, China entered the "Automobile Life Era",congestion of urban roads leads people to have a strong demand for trafficinformation.As the amount of audience on the way increasing, this type ofbroadcast media has been recovering its youth and vigor. Making use of theadvantages of broadcast media, attracting new audience is the goal that everyradio frequency, radio program, broadcast media persues. However,notably,the purpose of modern people listening to the radio has quietly changed.Although they still find it important the attaching function that radio pessess,their requirement of the content is also getting higher and higher. Audience’srequirement is the inspiration of broadcasting, which inspirate us to explore thetastes of the audience, specifically add content according to the audiencedemands.By using roadcast media communication mode to change the way ofinteraction has been a major way for radio self-improve. At present, almost allof the broadcast medias have their own official Micro-blog in our country, thehost has its own “V” real-name authentication, some broadcast medias havetheir own Micro-message public platform. Above the sky of Changchun, JilinPeople’s Broadcasting Station subordinates sets of radio frequency,Changchun Broadcasting Station subordinates sets of Changchun radiofrequency, so how to become noticeable, how to possess a status in rush hour,how to attract every audience who has already listened to the program, oreven how to invite audience in a total of twenty frequency competition? Thisneeds to combine new medias, expand the new platform, completes the brandpublicity, and apply to the audience by the largest number of communicationtools and choose the target audience the most needed information as programresource.This paper aims at instructing practice through the theory, taking typicalradio programs as illustrations of analysis all over the country, and study on thechange of braodcasting effect that caused by Micro-blog and Micro-message,which are two commonly used interactive platforms in theradio in as a source of information, interactive tools and brand image.