The Initiative To Change And Improves Of Radio News Program

This paper discusses the radio news broadcasting programs under the guidance ofneo-communication ecology theory with the Jilin News Radio of Jilin People RadioStation as an entry point. During my internship here, I participated the practical workinvolving compiling and broadcasting, from which I learned a lot. Jilin News Radiowas founded on Nov.21th,1945, at a time when it was a pillar station serving as themost senior and extensive one among the nine stations subordinated to Jilin PeopleRadio Station. It synchronizes the broadcasting with medium wave738KHz and91.6MHz, with its total airtime amounting to24hours.Historically, radio has exerted great impact on newspaper as the news mediavivified the words on paper into sound and voice in the air. It is no doubt a greatrevolution. At that time, compared with newspaper, radio can be called a “new media”.However, nowadays we have access to information via diversified channel owing tothe Internet. We used to listen to the radio at home, but now we prefer to surf on theInternet, or just connect WIFI with a Tablet. Seldom did we see a person carrying aradio on the street, contrarily, the people with a mobile phone can be seen everywhere.With the extension of3G techniques and the plot operating of4G techniques, themobile network technique has enabled us step into the Age of Big Data, from whichwe can obtain mass information and unexpectedly, it has interrelated each individualin the world closely,reflecting the images and information just on a LED screen. Inaddition to Microblog and Wechat, the social application to share the news, somenews client such as NetEase, Sohu, and Tencent are accessible and widely used. Thus,radio has been regarded as an “old media” as the visible, audible, selectable and evencomment-involved media is predominant and prevalent. Just as the same with thenewspaper, the radio is no longer in the dominant place. Each media, as the timeevolves, plays just a comparatively temporary role, for no one would always take thelead. With the constant development of technology, new media would be the “oldmedia” one day. The remedy of this issue is that the media should enrich itself and take advantage of the favorable condition while avoiding its shortcomings; meanwhile,the media should by all means be inclusive in preserving its position in the fiercecompetition.Radio news broadcasting remains an important place in the radio environment,and the original communication pattern as well. It has then been fixed as a programaired at a certain broadcasting frequency, for example, the Abstract of new paper ofChina National Radio, and the738Morning News of Jilin News Broadcasting Station,both of them boast over70years history, even earlier than the founding of People’sRepublic of China. Compared with the new media, they are the old ones with longexistence and accumulation. Listening to the radio has been the habit of quite anumber people, and they stick to this media for quite a long time and will remain so.However, as the market share has been cut by a number of media, the radio mediashould not stand still without taking action, it has to cater to the audience and competewith new media, which would engage itself into a fierce competition as well asinnovation. On one hand, it has to keep the old audience; on the other hand, it needs tobe more inclusive and creative to attract more audience when expanding its marketshare, which has made more requirements for itself. This paper has been divided intofour aspects with the first one talking about the basic form of radio news broadcasting,the second the challenges of radio news broadcasting under the new mediaenvironment, the third the spontaneous revolution of the news radio, the fourth thedevelopment strategy of the radio news program.