What are the forms of audience participation in radio and television programs?

However, radio and television powers are not powerful countries. Internationally, our radio and television programs are at a disadvantage in information dissemination, far less than the production level of radio and television programs in western developed countries such as the United States. From the domestic point of view, our radio and television programs are far from meeting the growing information and cultural needs of ordinary people, and the quality of radio and television programs is still not satisfactory. Among them, the most criticized phenomenon is the serious program cloning. In addition, there are still many problems, such as the program modification is too arbitrary, the form change is greater than the content progress, the program form is backward, the radio and television means are improperly used, and the program lacks overall planning and design. Summing up the root of the problem, we can say that these are all manifestations of the lack of innovation ability of radio and television programs. In other words, the lack of program innovation ability of radio and television media is the crux of China's current radio and television program production, and it is also an important reason why China's radio and television programs lack core competitiveness in the international arena.

Radio and TV programs must be listened to and watched to be valuable; With the audience and audience, advertisers will invest money in radio and television media, and the media will survive and develop. It can be said that in the communication behavior, it is the receiver, not the transmitter, that determines the program communication effect and the lifeline of the media. Therefore, the innovation of radio and television programs must study the audience in order to be targeted. This seems to be an extremely simple truth today.

However, for various reasons, for a long time, even now, there are still many radio and television media that don't really care about the recipients. From design to modification, the program is entirely based on the subjective judgment of the communicator. Local TV stations blindly "clone" CCTV, regardless of the needs of local audiences, just for the convenience of imitation. In fact, just following other people's ass instead of studying your own audience is tantamount to seeking fish from the edge of a tree, and the space for innovation will only become narrower and narrower.

Therefore, establishing a scientific audience view is the first link of program concept innovation.

First, we need to know who our audience is. Audience, according to the living area, can be divided into urban audience and rural audience, and in the city, it can be divided into "blue collar" and "white collar". Then it is necessary to find out who will often listen to the radio and who will often watch TV. In cities, the main body of watching TV should be blue-collar, because watching TV is their free entertainment and they also have time; White-collar workers either need more entertainment to relax and communicate, or regard time as achievement and wealth. Few people can watch TV as the main content of their spare time.

Of course, these are only rough divisions of the audience, and the investigation and analysis of the audience market should be as detailed as possible. For example, according to age, gender, income, occupation, education level, hobbies and other in-depth understanding and research of the audience. In order to find a clear and accurate target audience for the program.

In addition, you should know the coverage of your programs and channels. If a radio and television program is held, the audience can't accept it at all, wouldn't it be a fuss! This example is not without it. For example, agricultural programs of CCTV 7 need to be received by satellite or cable TV, but most farmers' families in China simply can't afford a satellite receiving system, and cable TV in the city is far away from them. In this case, farmers can't see the agricultural channel that was originally for farmers.

Secondly, in what state are these viewers listening to (watching) the program. Radio programs don't have complete sounds and pictures like TV, which is both a disadvantage and an advantage of radio programs, because radio programs don't affect people's consideration of other things when listening. Therefore, at any time and any place before people leave TV, there is time and space for broadcasting to display their skills. Then, according to people's listening to programs in different States, we can find a breakthrough in our own program innovation. For example, beijing communication radio has added many new programs according to the state of people listening to programs in cars, which has made the programs prosperous and achieved good social and economic benefits.

The audience is not only the market consumers of radio and television programs, but also the main body with the right to spread and the participants in social public affairs. Therefore, they will not only be satisfied with the passive acceptance and one-way transmission of themselves by the media, especially in the Internet era, the audience's awareness of interaction and participation is increasing. They not only demand more information to know, but also demand more right to express their needs. Therefore, the innovation of radio and television programs should also make achievements in the interaction with the audience. Only by allowing the audience to participate and express more can the media better understand and meet the needs of the audience.

Interaction should follow the principle of "routine, timely, flexible and low cost" in expression. In the past, the interaction between radio and television and the audience was only letters from some listeners or viewers, but only a few viewers did it occasionally because it was time-consuming and laborious. In addition, these letters are rarely taken seriously, because the media ignores the audience's right to express their needs, so there is no interaction. Nowadays, if radio and television programs want to innovate, they must make new explorations in the form of interaction with the audience. The so-called "conventional" principle here is that media programs form a certain dating relationship with the audience. As long as the program is broadcast, interaction will follow; The so-called "timely" principle means that this kind of interaction should be as synchronous as possible, and only the communication in step is the real interaction; The so-called "flexibility" principle means that the audience must be flexible and convenient when participating in communication and interaction. With the help of modern communication means such as telephone and SMS, the audience's operation has become a relaxed and pleasant "lift a finger"; The so-called "low cost" principle means that the audience does not have to pay too much for interaction. The media should bear in mind that the real purpose of interaction is to attract the audience's participation, so as to understand the audience's needs more accurately and improve the program.

Because the advertisements of radio and television mainly refer to the listening rate and audience rating, the late communication effect of the program is more concerned in the radio and television media than the early audience survey of the program. However, in the process of paying attention to the effect, a considerable number of practitioners still lack scientific understanding of the effect and its evaluation system. For example, in the basic understanding of the communication effect of programs, quite a few people think that as long as the programs are overwhelming, vigorous and generate great momentum, there will be good results. In fact, as early as the 1940s, this concept of "bullet theory" was abandoned by history. It should be noted that momentum is not equal to effect, and effect is not equal to benefit. For example, listening rate and audience rating are generally concerned now, but they are not scientific enough in the process of understanding and making full use of them. The digital report we have now is basically the primary processing of audience rating and listening rate, including the analysis of the most basic audience demographic indicators. The qualitative analysis of audience rating and listening rate combines the media consumption habits and media market conditions of the audience to deeply analyze and explain the digital relationship of audience rating, especially the analysis of audience psychological statistical indicators, which is extremely rare, but this qualitative analysis and analysis of audience psychological statistical indicators is most meaningful for the innovation of TV broadcast channels and programs. It is an improvement to never pay attention to the communication effect, but if we go to the other extreme, that is, respect the audience rating, and the "bottom elimination system of programs" is purely based on the audience rating, it will have the taste of digital worship of audience rating. ①

To sum up, the scientific audience view is a powerful fulcrum for the innovation of radio and television programs. In the process of program production, only when radio and television media firmly establish the audience concept and scientifically apply it to all aspects of production can the program be always novel and attractive.