Current Situation And Development Strategy Study Of The Customized Radio In The Era Of Media Convergence

With the advent of the Internet era,the new media representing mobile phone and network have become popular,they caused a huge impact on the traditional media from a lot of aspects.In the environment of media convergence,traditional media began to reform itself and seek the path of cooperation with the new media.Customized radio,such as online radio or mobile radio APP,is appeard under such background.Customized radio quickly attracted many audience with its special features,including active listening, rich contents and strong personality.Customized radio is the research object of this paper.In this paper,the author drew up an outline of the customized radio development,examined its concepts,and analyzed its development status.Compared to traditional radio, customized radio has its own characteristics.Firstly,the role of the communicator is diverse,a person,a media angency or a media brand all can be the communicator.Secondly,it has a lot of content sources.PGC and UGC sets in one and have a coordinated development.Finally, the audience can get a personalized listening experience.As the network grew deeper and deeper impact on people's daily life, the development of customized radio is becoming an inevitable trend.And now the customized radio is becoming more and more artistic,niche and common.It is also increasingly popular among young and fashionable people.The traditional radio's function of reporting and publicizing are greatly weakened.But now there are also some problems in the development of customized radio,such as the limited listening conditions,the lack of interactivity,lax regulation,similar contents,copyright disputes,etc…Finally, the paper also tries to put forward some targeted development strategies,to promote the further development of customized radio.