Research On The Competitiveness Of Radio And TV Business In The Background Of New Media

Nowadays, with the rapid development of emerging industries and information technology, the speed of technological change also quickened. With the usage of 4G, the young has become a mainstream user in internet, for which get information from network and mobile terminal.The traditional media competition will be changed with the change of carriers and channels of transmission. Competition in the media industry in the future will be the competition of port and entrance, will be the competition of the user experience, and will happen between in different platforms and industries.With the rapid development of network and mobile media, traditional radio and television media were challenged by the new media. Especially in order to meet the needs of the new cultural system and the development, at the background of the marketization of radio and television business, it has to face the fierce market competition from new media directly. But the marketization of radio and television business is not enough because it was protected by the local government in the past. As a result, it will face many challenges and difficulties on the way be commercialized in the market. Rate of audience is getting lower because of people’s listening habits change, therefore, how to be survived and developed in this fierce market has become the key problem of radio and television.Owing to the background above,the paper studies on the radio and television business competitive situation and the new media(music, micro channel) influence by theories, reports and data of radio and television, new media and competitiveness, in which combined with domestic and foreign successful cases, such as Hunan Radio and television(successful represent of market-oriented reform of the radio and television industry), light media( a media group developed from pure market-oriented operation), the author is try to get the strategy of promoting competitive power of radio and television in the paper by anglicizing above-mentioned cases in order to solve the problems which is the radio and television business have to face right now or will face in 3~5 years.The conclusions of this paper about the competitive power of operating business of radio and television under the background of new media, which has important theoretical and practical significance for future development direction, inspired thoughts, and exploration on the business of radio and television.