Research On The Professional Development Of 《 The Voice Of Xiaoxiang》 In Hunan Province

In 1983,the specialization of broadcasting frequency became the "breakthrough" in the reform of broadcasting industry.The specialization of broadcasting frequency takes frequency as the reform unit,and adjusts the content and style of frequency to meet the needs of specific audiences.After1987,this reform began to be carried out across the country,and various professional frequencies came into being.With the deepening of the specialization reform,the internal frequency is gradually subdivided,and the news frequency is divided into the news integrated frequency and the news specialized frequency.Among them,news programs account for a large proportion in the news professional frequency,and the audience positioning is accurate,and gradually to the 24-hour broadcast of news programs to the "full news frequency" transformation,professional reform is more thorough.In order to study the development status of the frequency specialization of journalism,this paper takes the representative voice of xiaoxiang in hunan province as the research object and makes a case analysis based on relevant literature and data.Hunan "voice of xiaoxiang" is the only news frequency in hunan province,with urban elites as the target group,news programs account for 70%,which is in line with the characteristics of news frequency and has a high degree of specialization.In this paper,from three aspects of frequency positioning,program setting and listening dynamic,the author combs and explores the professional reform ideas of voice of xiaoxiang.Although the professional level of xiaoxiang voice is relatively high,it is still difficult to eliminate 30% of the non-news category,and there is a gap between the frequency of pure news major in the true sense.At the same time,through the analysis of listening data,found that "voice of xiaoxiang" after the force is insufficient.Therefore,with the help of SWOT analysis,this paper analyzes the professional development process of voice of xiaoxiang from four aspects: advantages,disadvantages,opportunities and challenges.The results show that the voice of xiaoxiang has obvious advantages,rich content resources,clear positioning,good media image and great development potential.However,there are also some development weaknesses,such as "insufficient development of media convergence,weak brand recognition,low program efficiency,and lack of community management".From the perspective of the external environment,the stable overall development of the broadcasting market,the "ear economy" promoting the return of UGC value,the good ecological environment of hunan broadcasting,and the news program reception rate occupying the first place in the intelligent audio market all bring new opportunities for the professional development of voice of xiaoxiang.However,at the same time,mobile audio continues to squeeze the traditional broadcast,the new middle class listening habits change,the city radio to seize the provincial radio market,and so on,"voice of xiaoxiang" forward road has brought pressure and challenges.In view of this situation,this paper puts forward Suggestions from four aspects: content,brand marketing,talent training and system construction.It is hoped that the top-level designer of voice of xiaoxiang will make scientific use of the existing high-quality resources integration platform,adhere to the concept of "content is king" and "news platform",and create high-quality content.Enhance the consciousness of service,from the perspective of the audience,continue to innovate the program form,improve the audibility of the program.Second,give full play to the leading role of existing brand programs and hosts,pay attention to brand marketing;Take the road of multi-channel integrated development and update the marketing concept.Third,adhere to the "people-oriented",improve the talent selection,management and other systems;Actively organize vocational training to improve the ability of personnel.Fourth,pay attention to data monitoring,can introduce third party data monitoring agencies,timely understand the frequency dynamic listening situation;Speed up the improvement of internal frequency management system,improve the speed of policy update,keep up with the rapid changes in the broadcasting environment.