The Development Of Broadcast In New Media Era

Great changes have taken place with the rising new media affecting the traditional media(newspaper,broadcasts,TV etc.)in the past few years.Broadcasting technology has upgraded continuously from the early air and analog mode to digital mode.Once being considered as a dying media after the TV emerged,broadcasting surprisingly revives and still owns a development space thanks to the growth of the smartphone and automobile industry.Based on the existed influence on broadcasting brought by new media,the author mainly focuses on the broadcasting reforms with the help of cars and smartphones and related problems of broadcasting in the new media times,and developing strategies of broadcasting are also discussed.In the new media environment,the integration of broadcasting and online and mobile multimedia leads to the diversification of communication subjects,which catches the traditional broadcasting in a double bind.Freedom of verbal express online troubles the information monitoring work.Formal narrow-casting makes the media contents homogenized.In the propagation mode,the traditional way has an apparent flaw of “point to side method” which means the demands of audience cannot be satisfied especially the fragmentation of information.Even though in the new media timesbroadcasting faces great challenges as mentioned above,it shows vigorous development with the help of carriers like cars and smartphones.Java-scripts and online broadcasting has been designed on the telephone terminal,which keeps a close relationship with users through Weibo and Wechat applications.Also,as cars are surprisingly increasing,the car radio has emerged quickly and realized the broadcasting companion at the same time.With the new developing mode,there still exists a number of problems such as reckless establishment of clients,losing users in the “Wechat platforms” and wasting resources,etc.Thus in order to strengthen the integration of broadcasting and new media,there is a long way to go by combining with the big data,studying demands of users and equipping “Internet+” “broadcasting+” mind,expanding and transforming the business,adjusting strategies to complete the media and multi-industry developing chain,and focusing on cultivation of talents and brand achievements,etc.