Research On The Way Of Competitive Development Of Broadcasting In The New Media Environment

With the rapid development of new media,people's daily life and work have a close relationship.Its unique way of communication and application of new technology not only have a great impact on the traditional media market,but also on the new level,depth and breadth.It changes the overall environment of news production and information dissemination,and then affects human society.Therefore,if traditional radio stations want to adapt to the changes of internal and external environment,follow the basic policies and respond to the development of science and technology,it is necessary to put forward reasonable and feasible strategic transformation.In the context of new media environment,what measures and ways traditional radio stations take to promote and develop in the field of new media has become the current concern of traditional media.In this paper,we use experience summary method,literature research method,information research method and case analysis method to study the development dilemma of traditional broadcasting in the new media environment,the impact of new media environment on traditional broadcasting and the competitive development path of traditional broadcasting in the new media environment.Combined with the long-term work experience of researchers in the front line of the radio station,through the investigation and interview of relevant department directors,hosts,chief editor's office workers,etc.,and based on the work experience of senior workers in relevant industries,accurate information in all aspects and relevant research data.This paper deconstructs the hosts and programs of fm98.8 Shaanxi music broadcasting and other broadcasting with better operation in China and the operation of new media as examples,explores its development trend in the new media environment,adopts competitive development strategies,and summarizes and analyzes its successful experience,so as to refine the more systematic and specific competitive development approaches of broadcasting in the new media environment Have a strong practical and operational development concept.