What is the impact of the fusion of broadcast media and Internet communication on the shape of radio programs

Broadcast media in its birth history, has been with cars, cell phones and other carriers to achieve a new opportunity for fusion, but the proportion of radio in the mass media is gradually declining is an indisputable fact, looking for a suitable carrier to strengthen the presence of radio for the development of radio is very urgent. In recent years, the integration of broadcasting and the Internet has given broadcasters renewed hope, and this time, broadcasting has found a more perfect carrier. In the face of the treacherous network era, what is the impact of the convergence of communication with the Internet on the shape of radio programs? (A) From the basic form of Internet radio:

(1) Internet radio program types are further subdivided to specialization, locking specific audience groups

In the network era, the audience's needs are becoming more and more complex, the traditional comprehensive radio program types have been unable to meet the audience's more and more specialized needs, and the program type subdivided is becoming the trend. Due to the low threshold of web radio production, hosts and editors can position their programs according to their own characteristics and audience needs, create exclusive program types, and attract and accumulate audience groups through content specialization to enhance relevance. This morphological feature of program segmentation is conducive to the overall development of radio programs, and will bring new opportunities for the professionalization level of radio programs.

(2) Internet radio program production is more sophisticated, the content has more depth.

Compared with traditional radio programs, Internet radio programs have more time and energy to produce a program, so as to improve the production level of the program and create the depth of the program. In the vast network, if you want to make your program popular, you have to be more attentive to the management of the program, improve the grade and taste of the program, enhance the level of the program, attract the audience with a fine program, and retain the audience with the depth of the content.

(3) The style of web radio programs is more personalized, and the host's style is more obvious. As the target audience of web radio program is more clear, the host also has more space to play. The host can create a program style according to the program positioning and their own characteristics, reflecting their own personality, so as to find themselves in the program, enhance the self-worth of broadcasting practitioners; at the same time, the personalization of the host is also one of the important reasons for attracting audiences, and personalized features can better enable the host and the audience to reach between **** Ming.

(4) Internet radio programs are more interactive and can respond to the audience in time.

In the Internet's communication, two-way, multi-directional communication has become the mainstream, the integration of radio and the Internet, prompting the network radio interactivity to strengthen a more diversified interactive way to adapt to the diversified needs of the audience. When the network from the computer to the cell phone media, and for the interaction of the Internet radio program has brought more fresh and interesting forms of interaction. (B) from the network broadcasting communication characteristics:

(1) network radio programs to reduce the geographical restrictions, broaden the dissemination of space.

Traditional radio programs are limited by frequency, and can only be disseminated in some areas. Network broadcasting space across the space limitations, as long as the network address can be accessed through the radio station to listen to the program, for the network radio program to broaden the dissemination of space, so that more audiences can listen to the program. (2) Internet radio programs are not controlled by time, weakening the traditional radio program fleeting disadvantage.

Traditional radio programs are broadcast in strict accordance with the program list of the radio program, the listener if you miss it can not be heard again. The Internet radio program "can be retained, searchable, repeatable listening" features to make up for this defect, the listener can choose the latest issue, you can also choose the previous program, to improve the listening rate of radio programs.

(3) The Internet radio program realizes the integration between the media, and better combines text, sound and picture.

Relying on the Internet for the dissemination of radio programs, program producers can no longer be limited to the editing of sound, but also be able to according to the content, form, and the needs of the audience will be better integration of text, picture and sound together, to achieve the fusion between the media.

(4) The audience of the network radio program has greater autonomy of choice, and the humanized characteristics are becoming more and more obvious. The audience in the network era has a wide range of requirements and stronger personalization requirements. The traditional form of radio programs forcefully restricts the audience's right of independent choice, which is no longer in line with the trend of the times. In the network radio program, listeners can choose what they like, can skip what they don't like, and have a great right to choose information. In order to adapt to the more and more complicated requirements of the audience, the development of Internet radio is becoming more and more humanized.

(5) The dissemination channels of Internet radio programs are more diversified.

Traditional radio programs can only receive information through radio broadcasting, most of the radio, cell phones, cars to listen to. And the network radio program dissemination channels are richer, whether it is a separate establishment of the Internet radio station's website, or through the potato and other media grafted to the Internet radio program, as long as there is a link, we can listen to the program we want to listen to anytime, anywhere.

The impact of the Internet on the shape of radio programs is huge. There is no lack of Internet impact on the form of radio programs, such as competition in the Internet is getting more and more intense, many network radio stations in order to stand firm, had to make some out of the ordinary behavior to cater to some of the listeners of the low-level interest; Internet web radio restrictions are small, more free speech, will allow some of the unscrupulous elements to take advantage of the opportunity to disseminate undesirable information, the fragmentation of information in the network era will also be The fragmentation of information in the Internet era will also weaken the effective reach of webcasting and adversely affect the dissemination of information.

Despite this, the integration of the Internet and radio program format is the trend of the times, we can only make the best use of our strengths and avoid the shortcomings, to find the right way to broadcast in a better way to spread the radio, to choose the most suitable for the production of radio programs in the form of the program, the road to the development of the radio.