A Study On The Acceptance Of Programs By Thai Listeners Of China Radio International

The article mainly focused on the research about cooperative policies between the Thai service of China Radio International(hereinafter abbreviated as CRI)and Chulalongkorn University Broadcasting Station.These two radio stations jointly made a program of "China-Thailand that broadcast by the latter one.The research aimed at exploring the Thai audience's acceptance and conception of this broadcasting program so that put forward some strategies to strengthen the cooperative development between CRI Thai service and Chulalongkorn University Broadcasting Station.According to the research results,CRI Thai service has maintained an eleven years' cooperation with Chulalongkorn University Broadcasting Station till now(2017).All this time,they both kept organizing some activities including talents exchange,skills exchange,trainings and the like.Besides,they broadcast the program of "Sino-Thai Relations" for the purpose of maintaining a closer relationship between China and Thailand,especially boosting mutual support and cooperation as well as information communication in the aspects of economy,tourism and culture,thus driving the harmonious development between the two countries.In accordance with the survey results over Thai audience of this program the major of which was composed of Chinese elderly female with Thai citizenship,most of the regular listeners were only from Bangkok and surrounding areas.Generally speaking,these listeners learned about much knowledge relating to China to a high extent.Through the program of "Sino-Thai Relations",they knew more about contemporary China,including living style,economic development as well as the society and culture.Moreover the findings indicated that the audience listened to the program because of their positive attitude toward China.That is to say the more audience listening to this program,the more positive and friendly their knowledge about and attitude toward China might be.According to their advices and evaluation about the program,we found that they were looking for improvements on form and content in all respects.Therefore,CRI would adjust and place particular emphasis on audience experience-The Uses and Gratifications Theory-a theory underlining receivers' requirements for information.For instance,CRI could appropriately adjust broadcast time,or add some interesting contents according to audience's needs,or even expand the broadcast path.The author expected that the research hereof would offer some beneficial strategies for the development and spread of CRI Thai service promoting development and renewal of broadcast content so that satisfy Thai listeners' demands.