The Development Of County-Level Radio Study

"The2013annual analysis report of China’s newspaper advertising market " shows, that2013newspaper advertising volume has dropped8.1%, radio ads increased incrementally around3.4%, while Internet advertising has increased by36%. The decrease of the traditional media market share and the rapid development of new media have been serious threats to the survival of traditional media.Radio, especially at county levels, has been increasingly marginalized in the tide of roaring waves in media development. First of all, the impact brought by new media can go beyond geographical limitations, threatening the county level broadcast; secondly, the lack of funds and manpower resource limits its development; in addition, the radio is also facing fierce competition among potential competitors, substitute products provider, and traditional media.This paper believes that, despite the worrying situation, county level broadcast has been an important part of China’s Radio and television system. There are still opportunities for developing by the way of the strategic upgrading and reforms which is adapted to the new situation of media.The author had an internship in Changxing FM106.6traffic news radio, Zhejiang province in the year of2013. During that time this radio had a breakthrough comprehensive reform. As the first radio station at the county level in China, its reform was highly targeted and typical, high practical and academic value as well.This paper was based on the collection, arrangement and analysis of material and data. The author gives induction, analysis and extraction on the content of the reform, and data analysis and objective assessment of the reform as well. When the author return to the internship, she conducted interview surveys and a questionnaire survey, with200samples randomly selected and an effective recovery of178thematic questionnaire, obtaining the reform ideas and constructive suggestions in the new pattern of media, and a development mode can be used for a county level broadcast development. In this paper, it’s studied that County-level Radio is still irreplaceable, and its advantages are high coverage, rapid spreading; simple equipments, low operation cost; convenient participation, strong interaction; and significant accompanying and closing. At the same time, the extension of the broadcast media market space has provided the possibility in broadcasting marketing; the development of city traffic expands the range of potential audience, technology development of the media coverage, and the appearance of mobile phone broadcast and network broadcasting of diversity of the forms of broadcasting. They all provide a rare opportunity for the development of the county level broadcast.Therefore, this article started from the analysis of the new media pattern, and focuses on the reform strategies of Changxin traffic news radio:one, positioning by type style; two, the localization transformation; three, advertising operations of marketization; four, professional management. Some beneficial enlightenment can be drawn from the example of FM106.6news traffic radio reform. In another word, we can carry out the broadcasting reform by the principles of typing, localization, marketization and specialization. The fundamental way out of traditional media is to reform with the change of situation, and to improve and innovate constantly.