Jiangsu Literature And Art Radio Fragmentation Radio Program Design

With the rapid development of mobile Internet, Internet radio, audio APP and other new media have a tremendous impact on broadcast. In such media environment, broadcasting media should be integrated with new media to adapt to the new pattern of media and expand their development space.As a professional literature and art radio in Jiangsu Province, Jiangsu Literature and Art Radio makes an attempt and exploration on broadcasting programs to adapt to the competition in the mobile Internet era. It first launched the Literature and Art Micro-life, a fragmented program. The program appeared in April,2014 and has been revised for 4 times, from Sunday edition, all day edition to section edition, and to the interactive Literature and Art Micro-life finally. The content, form, arrangement and other aspects have been explored. At the same time, the fragmented program is extended to the new media platform and the whole media program is developed. After the operation practice of one year, the operation mode of fragmented program is concluded and the differences between broadcasting and new media are further understood, in addition, the possible integration between them is explored. In the process of media convergence, the broadcasting media should pay attention to its propagation rules and find the right development direction. What’s more, the fragmented program is the destruction of the original program, which is once again segmentation process. More importantly, with the segmentation, the fragmented program can be integrated. The fragments may be integrated organically to have enormous value in future.The author is deeply involved in the design of the fragmented program. The series of Sinology Micro-class and thematic show of Listen to the Grand Canal are designed and explored from the "fragmentation" and "essence". A full range of attempt has been made in the program packing, content presentation and promotion design. In the author’s mind, with the development of car networking technology, there will be competition between broadcasting content and audio media content. The broadcaster should have a profound understanding of audience and their demands. Except for basic skills, the broadcaster should make the fragmented program interesting and provide value-added service for the audience.This paper hopes to provide some ideas and reference for our broadcasting program design and the integrative development of broadcasting and new media through the study and analysis of the design practice of the fragmented program.