Research On Broadcasting Transformation In The New Media Era

Broadcasting has been published for nearly a century,after the advent of television,the public thought it would disappear,but with the passage of time,the broadcasting has been low-key existence.Nowadays,in the new media era,the media channels are diverse and the content of the media is spreading.The habit of receiving information is constantly changing.The influence,communication form and marketing sttategy of the traditional media are facing severe challenges.As one of the three traditional media,broadcasting has been fiercely impacted at the moment.But at the same time,the development of social pluralism,the establishment of national emergency broadcasting system and the promotion of media convergence have made radio a new life.Based on the current era background,broadcasting can only be in active position in the competitive media market through trmisformation.How to make the transition?Where is the direction of broadcasting?Face these problems,the first thing to understand is that the transformation of broadcasting did not mean to change careers,also not to give up the characteristics of the original,but based on the play their own advantages,with the aid of new media,transformation into new broadcasting in line with the current market environment.In the new media eraj the barrier between the media is constantly broken,broadcasting and Internet,mobile Intermet and other new media have been the trend of integration.The development of broadcasting in the moment,must implement all aspects of transformation:in terms of idea and mechanism,to reconstruct the concept of "content is king",the audience can be converted to the user,and create studio system,intensive operation mechanism,cross regional,cross media and cross industry mechanisms to consolidate the market position of broadcasting;In terms of morphology and practice,cooperation with mobile phones,the traffic management departmente e-commerce,etc.,to develop new forms of broadcasting,organize offline activities and enhance the influence of broadcasting;In terms of communication channels and marketing methods,expand channels of communication,innovate marketing strategies,realize the operation of diversified business models,and explore the path of market-oriented operation.With the advent of the new media era,radio should seize opportunities and meet challenges.Changing the past development strategy,using their own advantages,combined with new media,marketing innovation,realize the sustainable development of broadcasting.