How to use the "urbanized" society to develop radio advertisements?

Seize the opportunity, forge ahead and do a good job in urbanization broadcasting.

The State Administration of Radio, Film and Television has designated this year as "the year of broadcasting development". How to create conditions, create an environment, improve policies, intensify work, make good plans and support the development of broadcasting is a very important topic. Here, I would like to say a few thoughts.

First, firmly grasp the important strategic opportunity period of broadcasting development, and establish the development ideas and strategies for the next five years and even 18 in a forward-looking and feasible way.

In the same context, this development opportunity is particularly important for broadcasting. Why do you say that? There are at least several reasons:

First, the 16th National Congress of the Communist Party of China put forward the goal of building a well-off society in an all-round way in 2020, and the goal of the province has also been set. The macro-environment of economic and social development is the golden period of accelerated development, and our broadcasting has indeed entered a stage of accelerated development.

Second, the accelerated development and application of high-tech has created and provided broad space and prospects for the new development of broadcasting. The way of communication may also change in the next few years, and it will definitely change before 2020. Diversified and three-dimensional coverage forms are the general trend, and the key is to see who applies first. Zhongbo, which was originally considered as a weak means of communication, shows new hope for digital transformation. There are many new fields of FM. Although resources are limited, FM transmission in optical fiber is a new field after digital technology is adopted. FM is transmitted to your home through wires, and you can receive very clear sound on the radio instead of antenna transmission. With digital packaging, cable can transmit large-capacity programs, so the world of broadcasting is wider. In June last year, Shanghai used radio and television networks to develop interactive TV users 1 1,000, which is said to have reached more than 2,000 in February. In addition to 10 TV programs, there are also 10 audio programs, all of which are broadcast programs. In the use of the Internet, we are now limited to running our own websites and sending our own programs. Shanghai entered the field of broadband radio and television, rearranged and combined all kinds of content and became a content provider. With the digital coverage of satellite and the maturity of digital live broadcast technology, a new type of receiver came into being. By using high technology, broadcasting can accelerate its diversified and three-dimensional development and accelerate the use of existing conditions and fields. We must have this kind of consciousness; On the other hand, the mode of transmission will also change. Now there are mobile phones to listen to the radio; Some people also imagine listening to the radio with a briefcase; At present, car broadcasting is also developing rapidly.

Third, broadcasters have been striving for self-improvement for decades, and generations of broadcasters have worked hard to lay the foundation for the breakthrough development of broadcasting. The national broadcast 200 1 advertising revenue is 65.438+88 billion, which is 20% higher than that of newspaper and TV. Many stations have the conditions to start sprinting to strong radio stations, and at the same time solve the problems left over from history, laying the foundation for the next round of development. It's okay to be in debt. As long as the operation is high-return, you are not afraid of debt.

Fourth, party and government organs at all levels, radio and television administrative departments at all levels and all sectors of society pay more attention to and support broadcasting.

We should seize this rare and important opportunity to formulate and implement new development plans and strategies in the new period. After research, the party group of the provincial bureau is ready to formulate a guiding outline for the development of radio and television in line with the all-round economic and social development in 2020. To build a well-off society in an all-round way and basically realize modernization ahead of schedule, Zhejiang's per capita GDP target is more than 6,000 US dollars. The basic realization of modernization is inseparable from the modernization of radio and television. What is the symbol of the modernization of radio and television? What is the symbol of broadcasting? What elements are included? What means of communication and what level of program structure and layout can meet the requirements of comprehensive well-off society and modernization? This requires planning, including our own business income, the scale and goal of industrial development, etc. Everyone should design towards the national first-class goal, and Zhejiang's broadcasting is entirely possible to reach the first place in the country.

Last year, the total revenue of radio and television in our province was 3.58 billion, of which advertising and other operating income was 3.28 billion. There are about 280 million radio advertisements, of which the municipal level accounts for more than 654.38+0 billion. In other words, the city broadcast is "one-third of the world", and the municipal station plays a great role and has great potential. Now, the important issue is to determine the direction and field of development. First of all, the program should develop in three areas and forms. The first is the existing open field. At present, we have submitted the first batch of supplementary plans. As long as they meet the needs of economic and social development and meet the different positioning of the central, provincial, municipal and county levels, we will support them. The second is the field of wired transmission. Wired transmission has more advantages in the market and should be given priority. In the future, whether it is interactive or digital one-way transmission, existing programs should be transmitted in wired and open systems. Third, in the field of interactive streaming media, making a fuss on the Internet or becoming a content provider, including entering bus lines or other places. At present, we have not entered many fields. For example, the audio and broadcasting system of the south line of Hangzhou West Lake was run by the park itself, and it should have been run by the radio. In places like Hangzhou and Ningbo, there are dozens, hundreds or even hundreds of public places, including audio transmission systems in shopping malls, and broadcasting should have the advantage to occupy them.

Stereo and digital transmission coverage should be stepped up and started quickly. Medium wave, FM, synchronous broadcasting experiment, satellite, cable, Internet, the utilization of experimental frequency, and the expansion of program dominant frequency have great potential in all aspects. How to shape and expand the overall brand of the program? The potential of advertising management is still great; Industrial development has not yet started, and the prospects are promising.

Grasping the very rare period of important strategic opportunities and making accurate development plans is actually a big start for all broadcasters to move towards a new, stronger and bigger development path. We need a "broadcasting development year" to make plans, launch large-scale investment, form great knowledge, let everyone discuss and investigate, gather great popularity, make big plans and promote great development. We should strive for more attention and support from Party committees and governments at all levels. Of course, the most important thing is to unswervingly stand on self-improvement, self-reliance, pioneering and innovative, emancipating the mind and striving for first-class. As a provincial bureau, of course, we should call on the party Committee and government to give more support. The bureau also intends to conduct a province-wide investigation on the current situation and development ideas of broadcasting, report some problems to the provincial party Committee, the provincial government and the propaganda department of the provincial party Committee, and put forward some requirements and suggestions. Where the provincial bureau can grasp and do it by itself, it will formulate some measures to support development and implement them.

For example, these aspects can be supported: First, run programs according to demand and division of labor, and increase programs through joint cooperation. The second is to support coverage. In the next five years, the transformation project of cable radio and television network with the function of realizing two-way digital transmission as the main content has been included in the "Tenth Five-Year Plan" of Zhejiang Province, and how to use broadcasting should be considered. Hangzhou, Ningbo and other places that have been approved for digital TV experiments may not necessarily have them, but broadcast experiments can also be carried out. The third is to support joint cooperation. The fourth is to support reforms that conform to the law, and reforms should be both positive and prudent. In the exploration of forming a group, it is advisable to combine unification and separation as much as possible, enliven the micro, improve regulation and activate the whole. Realize the real optimal configuration and exchange for better mechanisms and systems.

Second, the position, function, advantages and development prospects of city radio stations.

City Radio is one of the relatively independent mainstream media in the city. Although the central and provincial voices are the main voices of cities and provinces, it is undeniable that in cities, city radio is one of the handy public opinion tools and leading media of party committees and governments and one of the main positions of ideology and culture. From the perspective of broadcasting, city radio stations should play a greater role in cities and gain a higher status. Urbanization and urban-rural integration are the themes of development in the new period. The rapid development of cities, the rapid concentration of industries and the rapid concentration of population have created favorable conditions for the development of radio and urban radio stations, especially the development of modern transportation networks, including the development of regional urban agglomerations. Broadcasting world and city radio stations should play a greater role. To run Taiwan-run programs well, we should not only consider how to promote the development of local leading industries, the development and operation of modern urban transportation, the well-off and prosperity of cities, fully meet the needs of ordinary citizens, migrant workers, the elderly, women and children, give consideration to white-collar workers, but also promote the special needs of farmers at the special stage of urbanization and promote the new development of modern information flow, logistics and people flow. In the process of promoting urban integration, we should give full play to the driving role of cities in rural areas and give consideration to the modernization of agriculture, rural areas and farmers, and play an increasingly important role in promoting the cultural construction of advanced cities.

As for the development prospect, I hope that our province's radio advertising capacity will double in five years, reaching 600 million. Provincial1.500 million to 200 million; 1 1 station is 350 million to 400 million, of which Hangzhou, Nanjing and Wenzhou are the first phalanx with 50 million to 60 million, and Shaoxing, Jiaxing, Huzhou and Jinhua are the second phalanx with 30 million to 40 million. Quzhou, Lishui and Zhoushan are the third phalanx, ranging from 1 to 20 million; The county level exceeded 654.38+0 billion. Of course, the development of the industry can not stay in the single industry of advertising, but also steadily develop other related industries. In short, whether it is career development or industrial development, provincial TV stations are the protagonists, and municipal radio stations should be big players. The broadcasting industry should also pay attention to common development. Network member station is the development direction of world broadcasting. You have me and I have you. Cooperation is inevitable and can be great.

Third, we should focus on five articles.

First, we should make great efforts to establish a brand-new sense of joint cooperation, seize the opportunity, jointly expand the broadcast market, and do a good job in the broadcast share. Provinces, cities and counties should have this awareness, that is, first of all, they should try their best to make the broadcast bigger and bigger, and don't discuss how much of this cake is yours and how much is mine before making it bigger. No one can replace anyone in the current media competition, and the advantages of broadcasting are far from being brought into play. I once analyzed the 13 advantages of broadcasting, and later found three new advantages. But these advantages have not been fully exerted. Although it has been realized in theory, it has not been realized in operation for various reasons, and some broadcasters themselves have consciously or unconsciously fallen into a "numb" situation. "Extensive selection and intensive editing" is a great advantage, but because of various factors such as funds, it is wrong to take "clipping" as the main advantage. Broadcasting gives full play to the advantages of high voice, high speed, live coverage, dictation, dialogue, hotline and so on. After its own development, broadcasting must appropriately increase its investment and give full play to these advantages. As long as we give full play to the advantages of broadcasting, we can occupy a larger market and establish a louder brand, thus winning greater social and economic benefits. Only in this way can we enter a benign development situation. At least three things can be done in this regard. First, expand coverage and take the road of joint cooperation. Second, we should welcome reports and not block them, but we can explore ways to jointly organize programs, activities and exchange program sources. Third, advertising business can also engage in joint ventures or agency exploration, even if it is not a joint venture, it can also cooperate, and don't "kill each other."

Second, do a lot of articles to promote the hierarchical and professional division of labor of channels and deepen the refinement. One is to strengthen the optimized division of labor, and the other is to build their own brands and give play to their respective advantages on the basis of strengthening the optimized division of labor. What a broadcast reporter can dictate must be oral reports, and he can only hide in the corner to write articles. How can he be called a broadcast reporter? Now it is time to strengthen the brands and advantages of various radio programs, make up for the disadvantages of broadcasting, and strive to expand the social influence of broadcasting through the deepening and refinement of hierarchical division of labor and professional division of labor. In the deepening and refinement of specialized division of labor, provinces, cities and stations are different, but these basic tasks are still worth doing seriously: First, we should evaluate the market value of different channels of division of labor; Second, do a good job in brand scheme and advantage scheme according to positioning, and do a good job in cost accounting of people, money and materials; Third, establish and improve the evaluation mechanism of program and advertising management, and combine it with the reform of personnel distribution system; Fourth, on the basis of doing a good job in the preliminary work, we should reasonably determine different tasks and policies. The essence of these four things is to separate the contribution rate of the media itself from that of employees, so that people engaged in different channels can enter a stage and environment of equal pay and fair competition. Only in this way can we ensure that we can make good products according to the scientific division of labor, build our own brands, give full play to their respective advantages, strive for our greatest social and market effects, and achieve the overall optimal allocation and best benefits. This is a very important basic work, which should be done well at present.

Third, do a lot of articles that rely on high technology to carry out all-round three-dimensional coverage and improve the effective coverage of broadcasting. Including developing new programs on the Internet and programs in other new fields.

Fourth, on the basis of consolidating the existing system, do a lot of articles and greatly improve business management. First, adjust and reform the system according to law, reduce blindness and increase scientificity. Even if some of them are correct, they should be put in place step by step, not necessarily in one step. Gradual reform may be more effective than sudden reform. Second, the reform of internal system and mechanism should focus on building a stage to mobilize the enthusiasm of all parties. Third, advertising management should focus on opening up new areas of pillar industries and key industries, be brave in exploring new and effective ways of advertising management, and at the same time vigorously tap the potential of management.

Fifth, do a lot of articles about building a team that can recreate the new advantages of modern broadcasting development. To unite people's hearts, cultivate people's popularity, improve structure, improve quality, optimize fashion, organize programs and spread, we must have a team that is particularly capable of playing and a team that is particularly capable of playing business and development. The new development of broadcasting needs such a team to ensure. To break a new path and strive for great development, the construction of broadcasting team in our province must be greatly improved and a brand-new image must be established.

In this rare and important opportunity period for the development of broadcasting, I believe that as long as the broadcasting colleagues in the province firmly seize the opportunity, treat it well, strive for self-improvement, forge ahead, unite and work together, they will surely usher in the breakthrough, extraordinary development and new development of broadcasting in the new century.