频率专业化:中国广播的复兴之路——对中央人民广播电台频率及节目改版的思考

Frequency Specialization:The Revival of Broadcasting in China——Considerations on Frequency Specialization of the Central People's Broadcasting Station

随着社会经济的发展和受众需求的变化,广播业发生了明显的变革,一个突出的特点就是从"广播"向"窄播"、"分众"转变。广播"频率专业化"使广播的传播价值由笼统变为具体,有利于电台重新组合各种资源,在整体上形成品牌效应。然而,"专业化"是一个过程,它需要"质"的跨越,从这点来看,专业化的道路比开始时想象的要遥远,这也为我们带来了更多的机遇与挑战。

With the development of social economy and the changes of audience＇ s demands, the broadcast industry has changed dramatically. One of the outstanding characteristics is that ＂broadcasting＂ has been changed to ＂narrow-broadcasting＂ and ＂audience-division＂. It is usually called ＂frequency specialization＂. Frequency specialization makes the communication value of broadcasting more concrete, and it is beneficial for radio stations to reorganize their resources and form integrated brand effect. However, frequency specialization has only achieved initial success, and it is still a very long way to go.