Research On The Status And Development Of Local Music Broadcasting In The New Media Environment

New media has not only brought people a new way of communication,but also has brought a powerful impact on traditional media broadcasting.In order to consolidate the original listening rate,broadcasting at all levels of the country,provinces,cities and counties have transformed in terms of listening and positioning,personnel management,and financial media development,etc.Among them,music broadcasting has the most thorough transformation,the fastest development,and the most remarkable results,which reflects that traditional media broadcasting has actively acted in the new environment and strived to changes its powerful vitality to keep pace with the rhythm of the times.As a prefecture-level music broadcasting,there are many restrictions in the development process,which faced with cruel competition from new media outside and fierce competition from national and provincial broadcasting inside.Based on this background,this paper takes Liaocheng Music Broadcasting as the research object,takes advantage of the case analysis method and the practice investigation method to conduct the investigation and analysis from the four aspects of program positioning,plate setting,listening rate analysis,and advertising revenue generation analysis,and reveals the fact that the survival status of Liaocheng music broadcasting is worrying.Moreover,the main reasons for the decline in the listening rate of music broadcasting in Liaocheng City under the new media environment are analyzed from five aspects: people,machines,materials,methods,and rings through literature analysis and practice investigation,and explores the way to adapt to the reform and innovation of Liaocheng Music Broadcasting--to create a personalized music broadcast frequency based on the melting media cloud platform in combination with the listening needs of the urban audience groups at the municipal level then.The smart Liaocheng mobile phone station is a media cloud platform that integrates television,new media,and other local media with the latest mobile Internet technology and cloud computing.After the smart Liaocheng mobile phone station was launched,Liaocheng music broadcasting was implemented in four aspects: personnel quality training,backstage data processing,broadcast of radio programs,and offline promotion,which has not only conducive to maintaining the inherent audience group,attracting new audiences,but also providing reference for the implementation of development reform of music broadcasting in other prefecture level cities,and more pointing out the future development direction for music broadcasting in prefecture level cities.