Opportunities And Challenges Of Broadcast Media In Microblogging Times

New media began to seize the market space, with the development and application of network, digital, communication technology. Then there is no doubt the emergence of new media microblog has brought a huge impact to the traditional media, broadcast is consider as a traditional media also facing unprecedented opportunities and challenges. This thesis attempts to make an exploratory research on opportunity and challenge of the broadcast media in micro-blog era.This paper combed their current situation and development of the microblog and the broadcast, and researched the necessity of integrational development between traditional media and new media microblog. This paper had in-depth analysis of the characteristics and modes of transmission and operation strategy of the radio and microblog, describing opportunities and challenges of broadcast from microblog. What’s more, this paper set forth the measures to cope with the threats of microblog, such as strengthening news media functionality, expanding the audience market, enhancing brand value and improving professionalism of broadcast practitioners, then looking ahead the prospect of both microblog and broadcast’s integrational development. Paper has reference value for the development of broadcast and microblog, and how to use microblog to help broadcast, and how to combine broadcast with microblog, and setting up the new concept in the field of broadcasting.