Research On Present Situation And Strategies Of Internet Radio In China

The media is in an era of change, it has not only being the carrier of information, also becoming a valuable carrier which influences consumption and production directly. There are some profound contradictions in the traditional radio, such as, an insufficient number of broadcast frequencies, planning patterns restricting broadcast functions, insufficient investment in production affecting the programs, leading to low receiving motivation. In order to change the situation, Chinese broadcast industry draws on new media opportunities, extends the function of the media. With the expansion of network capacity, streaming media is increasingly showing its powerful side. Since 1996, the first Internet radio came out. It experienced several development stages, forming a four-in-one pattern, including the traditional media, Internet companies, professional groups and the amateur. The Internet radio broke the shackles of the traditional radio. The Internet radio not only transport the single audio, but also carry more features such as social network, videos, writings and pictures. The Internet radio is no longer an Internet carrier of the traditional radio. It becomes a new type of media. Under the trend of integration of 4G, the Internet radio can also be a part of ICP(Internet Content Provider), showing a promising market prospects. However, rapid development beyond expecting, leading to exhausted situation of development of the Internet radio. Technology and policy hinder the Internet radio for further development. Meanwhile, homogenization of Internet radio contents, amateur employees and lack of business models have hindered the development of the Internet radio.This paper analyzes the present situation of the Internet radio in China, sorts out streaming media technology and the scale of audiences and completion between different media to find out the influence of these three factors in order to take advantages of the Internet radio, such as nonlinear model, sound and picture synchronization, independent choosing, timely interact and unlimited regional. According to the current research, this paper also attempts to build a more systematic and sophisticated theoretical framework. This paper will guide the further development of the Internet radio by presenting strategies.