Seek an analysis of a radio program

Seeking an analysis of a radio program

Thesis: Analysis of the status quo of the radio program trading market

Source-People's Daily Online | Author-This Site | Published-08-09-10 | View Comments [0]

Abstract Compared with the rapid development of the radio market in the recent past, the development of the radio program trading market is relatively lagging behind. This paper analyzes the status quo of China's radio program trading market, with a view to identifying the problems and cruxes of the current market, and puts forward proposals to promote the development of the market.

Keywords radio program, program trading, program management, copyright

The description and analysis of the current situation of the radio program trading market can not be separated from the broader context of the entire broadcasting market. According to a survey released in May 2004 by Nielsen Media, a famous media research organization, China, with a population of 1.3 billion, 340 million households and more than 1,000 radio stations, has become the world's second-largest broadcasting market after the United States.[1] And China's broadcasting market has become the second-largest in the world after the United States, with a population of 1.3 billion, 340 million households and more than 1,000 radio stations. [1] And in recent years, the adjustment of media industry policies, the surge of people with cars, and relatively high TV advertising rates have all brought rare development opportunities for radio stations. According to the latest information, the national radio operation has developed rapidly in recent years, radio advertising has shown blowout development, advertising volume from 1.52 billion yuan in 2000 to 3.8 billion yuan in 2005, the average annual growth rate of about 20%, ranked first in the traditional media. 2005, there are 12 local radio stations with advertising revenue of more than 100 million yuan. [2]

While the radio market is in a good shape, it is the immaturity and lagging development of the radio program trading market. The following author will make a preliminary analysis of the current situation of the radio program trading market, in order to find out the current problems that exist from time to time, so as to put forward a number of recommendations conducive to the development of the radio program trading market.

First, the current situation of the radio program trading market

According to the official statistics, in 2004, the total amount of national radio and television program trading amounted to 3,435,331 hours, of which 4,415,511 hours of broadcasting programs, compared with 2,993,820 hours of television programs, which is less than 15% of the total amount of radio and television program trading. The total import and export of national radio and television programs in that year was 571.45 million yuan, while the import and export of television programs alone amounted to 571.32 million yuan, making radio programs almost negligible. [3] From the national broadcasting of radio and television programs in 2005 shown in the following table [4], it can be found that purchased radio programs accounted for only a small percentage of all broadcast programs. In contrast, the proportion of self-produced programs and programs purchased and exchanged by TV stations is not as large as that of radio programs, and the majority of them are purchased and exchanged. Compared with the TV program trade, the radio program trade is much cooler.

At present, the radio program trading platform is still in the grassroots stage. Approved by the State Administration of Radio, Film and Television, China Radio and Television Association sponsored by the national radio program exhibition, has been held in Harbin, Guangzhou and other places for four sessions, the fifth radio program trade fair on October 16 this year in Shenyang has just come to an end. This is one of the few trading platforms in the country that mainly deals with radio programs. In addition to the national radio program fair, the Beijing traffic station in the National Traffic Radio Society members initiated the national traffic radio program exchange fair, also has a certain influence in the industry.

According to statistics, the first session of the fair traded radio programs amounted to more than 10,000 hours; the second session traded programs amounted to more than 20,000 hours. [5]; 2003, Guangzhou, held the third radio program exhibition, signed a sales letter of intent to the program has 25,000 hours; [6] to 2004 in Harbin, the country's fourth radio program exhibition, the total program turnover doubled to 50,000 hours. [7] While we are pleased that the program volume of these trade fairs has been on the rise, we must also recognize that the absolute number of program volume is still relatively small; not to mention that determining the volume of transactions by signing letters of intent inevitably results in an inflated number of statistics.

In the recently concluded fifth national radio program exhibition, the country only 21 media and advertising production companies, radio stations exhibition. Compared with previous years, its exhibitors and exhibiting programs have seen a substantial decline. This is clearly disproportionate to the number of 308 domestic radio stations, 2006 sets of radio programs. [8]

At the same time, according to the author to a number of exhibitors in the radio station or other production company's staff to understand, really can be traded in the exhibition of the situation is very small, the trade fair on the exhibition's purpose is still mainly to show the program, and such as the other radio stations interested in their programs, but also more will be contacted after the contact alone. The function of the program fair still mainly stays in the program display stage, compared with other media resources market, especially the TV program trading market, the radio program market is still in a very early stage.

In addition, radio program trading also exists: program exchange between radio stations is more than program trading, program trading costs are low, the transaction method is relatively simple, rough, there are legal risks and other specific problems.

These problems are intertwined, mutual cause and effect, basically because of the radio program non-standardized, non-market management. The transaction of radio programs still mainly stay in the inter-station mutual exchange level, and even if some sporadic trading behavior, are only a symbolic charge for the cost of fees. This makes the program trading price can not reflect the real value of the program. For example, the series of radio dramas "Interpol 803" broadcast by the Literature and Arts Frequency of the Shanghai Media Group has a production cost of more than 5,000 yuan for one episode, and its selling price in the radio market is only 80 to 100 yuan per episode. The Holiday Mini Theater series produced by the Liaoning Radio News Channel sells for only RMB 40 yuan per episode of about 35 minutes. Some of the exchange programs of Liaoning Literature and Arts Station also cost no more than 25 yuan per episode. Lower transaction costs directly lead to the market is difficult to sell good programs at a good price, good programs can not have a good income, if you say that at this point in the radio station due to its current dependence on the program trading market and the degree of expectation is not high can still be accepted, some of the production of well-produced, cost a lot of money to the professional program production company is more difficult to survive, and as a result can only lead to its withdrawal from the market, the market is left to those who are producing As a result, they can only leave the market, leaving the market to those who produce shoddy, low-cost programs. This is contrary to the separation of production and broadcasting and the trend of professionalization of program production. Meanwhile, another serious problem should not be ignored, the sale of gratuitous or low-cost, to a large extent, did not include the cost of copyright, which makes in the process of program trading, infringement of the interests of copyright holders has occurred repeatedly. Such as in the transaction accounted for a large proportion of the commentary, radio drama, etc., through the author of the radio station around the practice of the visit, their views on this amazingly unanimous, that is, as long as the program is recorded by its radio station, has the copyright, can be used to trade, and not the radio station will not be used to trade recorded. This one-sided understanding of the copyright law makes it very common to ignore the legitimate rights and interests of copyright holders in transactions. The official website of the 2003 National Radio Program Exhibition can be seen on the transaction of the form of contract, its content is extremely simple, there is no agreement on copyright issues, making the buyer and seller have a great deal of legal risk.

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The first set: "The Voice of China"

After a new round of carefully crafted, the first set of the Central People's Broadcasting Station, which has enjoyed a reputation for decades as a comprehensive news frequency, was launched on January 1, 2004 as the "Voice of China.

The Voice of China broadcasts for 21 hours and 30 minutes throughout the day, divided into eight program segments, and is broadcast live in cooperation with the frequency's chief presenter and the column's sub-presenters.

The Voice of China has 31 whole-point news and half-point bulletins throughout the day as the main line of development, three major news-intensive areas in the morning, midday and evening as the focus of support, five major plates in the early morning, pre-afternoon, mid-afternoon, evening and midnight as an extension, and 30 background news features and talk shows as the wings, which are up and down, echoing back and forth, **** the same dynamic news model that constitutes three-dimensional advancement, which fully demonstrates that It is a dynamic news model that fully demonstrates the communication characteristics of "synchronizing with the world and walking with the times".

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Medium-wave, short-wave and FM cover the whole country seamlessly.

The second set of Voice of Economy

The Voice of Economy of the Central People's Broadcasting Station (CPB) is China's most influential financial broadcasting and the only professional financial broadcasting frequency covering the whole country, with the help of medium wave, short wave and dozens of cities in the FM network to cover the country's more than 300 million broadcasting listeners.

The Voice of Economy is an all-weather information service platform that brings you the latest financial information from around the world in an authoritative voice, and makes it easy for the people to enjoy the fun of financial management, and opens the door to wealth for those of you who are eager to succeed.

Program slogan: listen to the taste of the radio, live a quality life.

Program purpose: based on the economy, pay attention to people's livelihood.

Program features: serving the community, looking for the economic perspective of the socialized body; serving the people, looking for the people's perspective on economic topics.

The Voice of Economy, a 24/7 information service platform for business people and people concerned about the economy, the central strong media coverage of the whole country (FM, AM, SW)

Various local frequencies: :r./fortune/gdpl/200609/t20060921_504293616.

The third set: The Sound of Music

All-weather pop music frequency, the first in China with excellent program quality.

FM coverage of the country's major cities

Fourth: urban voice

Urban voice, fresh radio, 23 programs a day, 19 hours of live broadcasts, tailored for you to create a fashionable information and entertainment radio.

FM 101.8 MHz is only for the Beijing area.

The fifth set: Voice of China

The radio, news synthesis frequency.

Shortwave coverage of the southeast coast and Taiwan.

Set 6: Voice of China

Radio to Taiwan, multi-language broadcasting

Shortwave coverage of the southeast coast and Taiwan.

Set 7: Voice of China

For broadcasting to the Pearl River Delta region. Divided into two sets of programs: FM87.8 (Mandarin) and FM104.9 (bilingual)

Eighth: Voice of the Nation

Central People's Broadcasting Station "Voice of the Nation", broadcast every day in Mongolia, Tibet, *** Er, Kazakhstan and North Korea, five national languages, all day long, 20 hours of broadcasting, and its airwaves mainly cover China ***, Xinjiang, Inner Mongolia, Qinghai, Sichuan, Gansu, Yunnan, Jilin, Liaoning, Heilongjiang, Hebei and Beijing. At the same time, in the neighboring countries of North Korea, South Korea, Japan, Mongolia, India, Nepal, Bhutan, Kazakhstan, Uzbekistan, Russia, Afghanistan and Turkey can also hear the program. According to statistics, the domestic and foreign listeners who can understand the Voice of the Nation are 25 million people, and the foreign audience object nearly 100 million people.

"Voice of the Nation" is a set of news-based object programs, after more than half a century of efforts, the program has become the border ethnic areas of cadres and masses to obtain domestic and foreign major news of the preferred media, is indispensable to their production, life and important content. The program also covers Beijing, and is welcomed by ethnic compatriots working, living and studying in Beijing.

For details of the program, see:r./minzu/mzzs/200503/t20050303_504063280.

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