| With the coming up of New Media, broadcasting will meet a more profound revolution. To broadcasting, the most direct impact of this revolution is the diversification of broadcasting forms. Therefore, when we explore the reasons and influences of the diversification of the broadcast media, making a comparative analysis into the results of it so as to point out the problems and development strategies of broadcasting, it will cast light theoretically on the further development of broadcasting definitely. Meanwhile, it will also enrich our current research into the diversification of broadcast media.This paper is divided intofive parts:First part is prolegomenon. It is a conclusion of current development of broadcasting, including its contents and theories.Second part is to define the communacation forms of broadcasting: Network broadcasting, Cell phone broadcasting and We-Media. Besides, this part explain diffefrent transmisson mods and characteristics of broadcasting, and pointed out that transmisson modes includes media form and communication form.The third part discusses the reasons of broadcasting’s communacation under the New Media. It analyzes from four aspects: technology development, traditional advantage, audience needs and policy support. And depend on these aspects, this part concludes the development of broadcasting.The forth part presents the impact of diversified broadcasting on the traditional mass media. It is divided into two parts: one is the impact of traditional broadcasting, which is more complement and less competition; another one is the impact of audiences, which changes their way of communication, listening and participating.The fifth part is the innovation of this paper. It is pointed out the development pattern of broadcasting which based on Yunnan Radio. It mentions four patterns: take digital technology’s innovation as momentum, take audience needs as shift basis, take the fusion as competation keys and take speed up business as development purpose. |
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