The Research Of News Interactive Program

In recent years, the rapid development of new media caused a strong impact ontraditional media. But the target market of radio remained stable development inrecent decade, which hadn’t been much affected. As the only non-visual media, radiohas quite a lot advantages such as spread fast, low price of listening device, incidentallistening and interactive. For now it still retain a large audience. Currently, ourcountry is still in the period of social transformation. The economic system, socialstructure and interests pattern are changing. People’s value orientation and thoughtstend to diversification and complication. When they meet some tough problems indaily life, they are in an urgent need to get a platform to protect their voice and rightto know. News interactive programs meet the needs of the audience in apsychological way, and instant service of interactive programming attracts more andmore audience.First of all, this paper will make a clear concept of radio interactive programs,and combing historical development of interactive radio program in our country. Thenews interactive program is not a new form, but a traditional type of radio program,and then briefly analyses the reason of its sustainable development.Zhengzhou news radio meet the demand of audience. It is the very first city radiostation to set up24/7news interactive programs in our country. After several years ofdevelopment, it makes a huge success on the rate and the market share. This paperwill analyze the background and development advantages of news interactiveprogramming of Zhengzhou news radio. The paper will focus on analyzing thedevelopment of the news interaction shows advantages: adhering to the service idea;Niche audiences; On the basis of keep excellent traditional implementation programsof full time interaction, full channel interaction and multi-manners interaction; Toinnovation based on brilliant tradition, create the unique interactive brand, formed aunique style which makes the channel a brand.This paper also points out some problems in the content of news interactiveprogram. And put forward the development countermeasure and the suggestion in these aspects: the content innovation, the development of program quality control,communication channels, and talent training, evaluation system, etc.