Study Of Hostess Radio On The Development Of Format Radio In China

Having gone through the development of comprehensive radio and specialized radio, the boring and old-fashioned forms of broadcasting content has become increasingly unable to meet the needs of the audiences. With the introduction of the format radio concept and in order to make breakthrough and innovation, Chinese radio station began to embark on the reform of format radio.As a new type of format radio in China, it has obvious difference to tradition radio stations. Hostess radio is the study object in this paper, in accordance with the programming mode, host requirements, program packaging, advertising and marketing and other aspects, the author make a conclusion to its feature.In this paper, the literature analysis and case analysis method are used. By anglicizing the five common characteristics and advantages in development of the "Hostess Radio", the author takes Guangxi Hostess radio and Zhejiang Hostess radio for examples, it aims to study their successful experience and provide some references and suggestions for future development of the format radio station.In addition, under the development of format radio, hostess radio also has its problems. The article stated the problems of the our country radio stations, which include the development process of homogenization, the moderator of the lack of literacy, poor quality of advertising and some other issues. Then, the author put forward several ad vices for those problems. In the last, under the background of the rapid development of the internet and mobile terminal, smart phones APP growing popularity and widespread use of private cars, the paper pointed out the development direction for the format radio in China.