The Development Of The Fragmentation In Chinese Broadcast Programs

With the rapid development of mobile Internet,various new media emerged and began to seize the market share which was once held by the traditional media.This phenomenon has made great impact on traditional media;but meanwhile,it also brought challenges and opportunities to the industry.As a result,fragmentation has become a growing trend in the ecology of communication in broadcast media recently,and the mainstream strategy applied in the reform of radio programs.This thesis focuses on the development of the fragmentation of Chinese radio programs;and the Zhejiang Traffic 93 will be used as a practical and exploratory example in the analysis of the practice of this new trend.After analyzing the background and driving forces of the fragmentation of Chinese radio programs systematically,this paper uses the methods of literature analysis,case study and interview to research,analyze and summarize the conduct of fragmentation in the programs of Zhejiang Traffic 93.Its implementation,combining with cases from Zhejiang Traffic 93 and the author's practical experience,will be teased out and analyzed in the aspects of thinking mode,layout,innovation and offline activities.In the meantime,this thesis tries to find out ways that will facilitate the development of fragmentation in Chinese radio programs based on the comparisons of strengths and weaknesses between Zhejiang Traffic 93 and its counterparts.This study aims to provide the industry with a mature example of the fragmentation of radio programs through the case study of Zhejiang Traffic 93.It explores how China's radio programs can make the appropriate decisions to meet the newest trend,hoping to provide experience and inspirations for the specialized radio stations and broadcast media nationwide which are facing fierce competition in the industry.