Investigation Report:Regional Radio Station’s Survival Situation

The environment of media has been changing with the rise of the Internet and new media. There is sharp contrasts between the traditional media and new media. Each of them have advantages and disadvantages in market competition. Market economy promote the emergence of new media and the traditional media is the product of planned economy. Therefore, new media has been developing fast nowadays because of market economy growing. But traditional media has its unique advantages because of its special status that monopolize of public opinion propaganda. Neither of them can monopolize the whole market, because of this, they have been starting find chance to cooperate while they compete with each other.The national and provincial media groups have largely completed the reform or have been doing it in such a situation, but there are much difficulties in prefecture-level media group at the county level. The prefecture-level radio and TV is a product of China’s planned economy system, and they are unknown to the market economy. At the same time, there is no the foreign example could be learn. All above make it be so curious to research how the prefecture-level radio and TV group survive.I chose Shangqiu Radio station as a special case, stated my own opinion based on the date and details that are from field survey and interview to present Shangqiu Radio station truly, rationally and accurately in this thesis.The thesis aimed at making Shangqiu Radio station their problem and the crisis that hidden in the whole radio and then seek long-term development. Beside this, this thesis hope to be reference to relative research.