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                        内容为王的新时代下,传统广播应如何寻求突破?
                        发布日期: 2018-05-30


                        内容为王的新时代下,传统广播应如何寻求突破?


                        作者丨黄丽欣单位丨赛立信媒介研究(内容有删减,详情请见2019年《数据广播》第二期)

                        新时代下,广播音频不再局限在收音机里,而是连接互联网,搭载各款音频APP,通过智能音箱、智能手机、智能车机甚至可佩带设备等不同终端,打破了地域的界线,在更宽广的领域里展现着风采。

                        CONGHULIANWANGGEDAJUTOUJIARUYINPINSAIDAOZHIJIN,YINPINXINGYEDECHANYELIANTUPUYIFAZHANCHENGXING。QIZHONG,JINSHIZAIZHENDUIJUJIACHANGJINGDEYINPINYINGJIANZHONGDUANFANGMIAN,GEJIAJUTOUJUNYIFENFENBUJU。BAIDUDEXIAODUZAIJIA、ALIDETIANMAOJINGLING、XIAOMIDEXIAOAIYINXIANGYIJIXIMALAYADEXIAOYAYINXIANGDENGGEJIAJUTOUDEYINPINZHONGDUANTUICHENCHUXIN。JIERUZHINENGJIAJUDEZHANLVESHIMINGSHIDEYINXIANGZHONGDUANDEJIANSHERIYICHENGSHU,RENJIJIAOHUDENGJISHUCENGMIANYEZAIBUDUANFAZHANWANSHANZHONG。ERCISHI,YINPINNEIRONGFANERCHENGWEIJIAOWEIQIANQUEDEYIHUAN,JIYUBUTONGSHENGHUOCHANGJING,BUTONGSHOUTINGRENQUNDEYINPINNEIRONGBIANDEKUIFA,YINPINNEIRONGXUQIUDADAZENGQIANG。YINCI,ZAIXINSHIDAIDEQUANXINTIAOZHANHEJIYUZHONG,ZHELIYINPINNEIRONGSHENGCHANYINGSHICHUANTONGGUANGBODEZHONGYAOFAZHANZHANLVE。

                        在这个内容为王的新时代,音频领域异军突起,传统广播能如何捍卫自己的地位并有所拓展呢?从收听人群角度,我们来剖析一二。

                        518棋牌XINSHIDAIXIA,BUTONGDESHOUTINGQUNTIZHIJIANYOUJIAODADEQUBIE,SHOUTINGTESEGEYI,ZHEIYIWEIZHEWOMENMIANDUIDESHIHENBUYIYANGDESHOUTINGSHICHANG。ZHIYOUZAIRENSHIDAOBUTONGDESHOUTINGQUNTISHI,WOMENCAINENGYOUDEFANGSHI,ZUOMUBIAOTINGZHONGHEYIDEYINPINNEIRONG。

                        内容为王的新时代下,传统广播应如何寻求突破?

                        518棋牌TU1 BUTONGSHOUTINGRENQUNZHONGDIEQINGKUANG

                        ZHU:CHEZAISHOUTINGJIYIDONGSHOUTINGDERENQUNZHONGDIELVJIAOGAO,QUNTIGONGXINGJIAOGAO;ERJUJIASHOUTINGYUCHEZAISHOUTINGJIYIDONGSHOUTINGDERENQUNZHONGDIELVJUNJIAODI,QUNTIGONGXINGJIAODI。

                        518棋牌SHUJULAIYUAN:SAILIXIN2018NIAN16GECHENGSHIJICHUDIAOYAN:CHANGZHOU、CHENGDOU、GUIYANG、HANGZHOU、KUNMING、NANJING、NANNING、NANTONG、WUHAN、XUZHOU、ZHANGSHA、JINAN、SHAMEN、WULUMUQI、NINGBO、QINGDAO。

                        一、立足本土,发展本地内容和旅游内容

                        SUISHUOCHUANTONGGUANGBOJIERULEHULIANWANG,DANQIDIYUTEZHENGHAISHIBIJIAOQIANGDE,ZUOWEIYUBENDILIANXIJINMIDEDIQUGUANGBO,CHENGSHIGUANGBO,QIZAIDUIBENTUZIXUNJIZHENGCEXINXIDENGDEZHANGWO、BENDIFENGTURENQINGDELEJIESHANGSHIZHONGBAOCHIZHEJIDAYOUSHI,CHUANTONGGUANGBOZAIDANGDITINGZHONGZHONGYERENGJIUBAOCHIZHEJIAOGAODEQUANWEIXING。ZHUANZHUZUOHAOBENDIZIXUNCHUANGKOU,YESHICHUANTONGGUANGBOKECHIXUFAZHANDELUJINGZHIYI。ZAILIZUYIFANGSHUITUFANGMIAN,XUDUOCHUANTONGGUANGBODOUZUODEBIJIAOHAO,YONGXIANCHUBUSHAOYOUXIUANLI。LIRU,YANGCHENGJIAOTONGGUANGBOZHUYAOFUWUYUBENDICHEZAITINGZHONG,QIXIAYOU《DAWEIXIAOFU DO DO DO》、《DAJILICHEDUI》、《1052HUANLEBANG》DENGPINPAIJIEMU,ZAIJIBENDITINGZHONGTIGONGHUANLE,ZIXUNDETONGSHI,YETIGONGHUBANGHUZHUDENGFUWU,TINGZHONGJINENGHUODEZIJISUOXUDEZIXUN,YOUNENGJIEJUEYIXIEYINANWENTI。QISHICHANGZHANYOULVCHANGNIANWENDINGZAIGUANGZHOUDIQUSHOUWEI。

                        LIZUBENTU,CHULEMIANDUIBENDITINGZHONGSHICHANG,CHUANTONGGUANGBOHAIKEYIKAITUOLINGYIGEBUYIYANGDESHOUTINGSHICHANG——YOUKESHICHANG。ZAILVXINGTUZHONG,SHOUTINGYINPINGUANGBOLAILEJIEDANGDIDELVYOUZIXUN,HUISHIGEBUCUODEXUANZE。XIANGJIAOTUWENXINXI,YINPINGUANGBOJIEFANGSHUANGSHOUSHUANGYANDETEZHENGDEYIFAHUI,RANGLVKEZAILVTUZHONGCHANGXIANGFENGGUANGDETONGSHI,YEBUCUOGUOZIXUNDEHUOQU。DINGWEILVYOUGUANGBO,CHULEJIESHAOMEISHI、YOUWAN、LISHIRENWEN、LVYOUXINWEN,HAIKEYIGULILVKEZAI“LIANGWEI”ZHONGYUDIANTAIHUDONG,FENXIANGLVXINGZHONGDEXIAOGUSHI,ZHEIXIEYEKEYICHENGWEILVYOUNEIRONGDEYIBUFEN。TONGSHI,CHUANTONGGUANGBOHAIKEYIJIAQIANGFUWUXING,JIYOUKETINGZHONGGENGDUOZHIYINHEBIANLI。LIRUJINGQUYOUWANZHUYISHIXIANGDETIXING,JINGQUTIANQI、ZHOUBIANCANGUANDENGSHESHIJIESHAO,SHOUPIAODENGSHISHIXINXIDETIGONG。CHUANTONGGUANGBOHAIKEYIYUJINGQUDACHENGHEZUO,TIGONGCUXIAOYOUHUIXINXI,ZHEIYANGJINENGGONGGULVYOUNEIRONGDEJIANSHE,TIGAOTINGZHONGZHANXING,YOUNENGSHIXIANYINGXIAOJIAZHI。WULUMUQI1065LVYOUYINLEGUANGBOBIANSHILVYOUGUANGBODELINGJUNZHEZHIYI,QIDINGWEIMINGQUE,YIJINGDIANYINLEJIALVXINGZIXUNWEIHEXINNEIRONG,ZAIWEIXINGONGZHONGHAOYUTINGZHONGHUDONG,JILVKETINGZHONGDAILAIZUITIEXINDEBENTUGUANHUAI。QISHICHANGCHENGJIYEFEICHANGYOUXIU,SHICHANGZHANYOULVZAIWULUMUQIDIQUZHONGDUOPINLVZHONGWENJUDISAN,JINCIYUSHENGSHIDIANTAIDEJIAOTONGGUANGBO。

                        二、深挖不同收听人群和收听场景,打造精品内容

                        ZAIGENGGUANGKUODENEIRONGLINGYU,CHUANTONGGUANGBOYEJUYOUFENYIBEIGENGDESHILIYUJINGYANJIDIAN。CHUANTONGGUANGBOJINRUHULIANWANGHOU,KEXINADELIULIANGGENGDUO,QIEDAPOLEYUANLAIZHINENGBEIDONGJIESHOU,BUNENGZHUDONGDIANBOYINPINNEIRONGDEJUMIAN。SUOYIZAIMIANDUIHULIANWANGTINGZHONGSHI,XUCAIQUDESHIGENSUIYISANTINGBUYIYANGDEZHIZUOFANGXIANG,YINPINCHANPINXUXIANGJINGPINFANGXIANGMAIJIN,BIANDEGENGWEIZHUANYEHUA、CHUIZHIHUA,YINGQINGXISHIBIESHOUTINGRENQUN,JIEHESHOUTINGQUNTIDESHOUTINGTEXING,LIANGSHENDINGZUOCHURANGTINGZHONGYOULIANGHAOSHOUTINGTIYANDEYINPINCHANPIN。

                        518棋牌YISHAOERYINPINWEILI,MUQIAN,JIAZHANGYUELAIYUEZHUZHONGHAIZIDEPEIYANGJIJIAOYU,YOUERHESHAOERYINPINNEIRONG,TEBIESHIJIAOYULEIDEYINPINNEIRONGXUQIUWANGSHENG,YIXINGCHENGYIGEPANGDADESHOUTINGSHICHANG。XIMALAYAFMFUFEIYINPINCHANPIN《YUWENSHULIDEDARENWU》JIUSHISHAOERYINPINDEJIAOJIAOZHE,GAIYINPINYOUBIEYUKETANGZHONGJIAOWEICHENJIUDEJIAOXUEFANGSHI,YIFENGQUYOUMODEFANGSHIJIANGJIEXIAOXUEYUWENSHUZHONGXIANGGUANDERENWUGUSHI,RANGHAIZIMENQINGSONGXUEXIDAOXIANGGUANDEZHISHIJIBEIJING,GANSHOUWENXUEMEILI。GAIYINPINNEIRONGYOUMOJINGCAI,TONGSHIJIJUJIAOYUYIYI,BUJINRANG00HOUDEXIAOXUESHENGMENMAIDAN,“JIAOLV”JIAZHANGMENYERENTONGTADEJIAOYUFANGSHI,SHIFENMAIDAN。KEJIAN,ZHIYAOZAIMUBIAOSHOUZHONGXUQIUHETIYANSHANGYONGXIN,ZAIYINPINCHANPINZHIZUOSHANGJINGXINDAMO,YOUZHIJINGPINDEYINPINCHANPINSHIFEICHANGSHOUDAOSHICHANGRENKEDE,ERCILEIJINGPINLEIYINPIN,YOUYUZHILIANGGENGGAO,HAIKEYITONGGUOFUFEICHANPINDEXINGSHISHIXIANYIJIA。ZAIKEYUJIANDEWEILAIZHONG,SUIZHERENMENNEIRONGFUFEIYISHIDETIGAO,XIAOFEISHUIPINGDETISHENG,NEIRONGFUFEIJIANGHUICHENGWEIGUANGBOYINGSHOUBIANXIANDEZHONGYAOMOSHI。

                        CIWAI,SHUIQIANYINPIN、JUJIAXIUXIANYINPIN、QINGGANFUWEILEIYINPIN、DUANYINPINDENGXUDUOZHENDUIBUTONGRENQUN,BUTONGCHANGJINGDEYINPINNEIRONGJUNYOUDAISHENRUTANSUOZHIZUO。ZHEIYAOQIUWOMENZAISHENGCHANJINGPINYINPINSHI,YAOWAJUESHOUTINGCHANGJINGJILEJIEBUTONGSHOUTINGRENQUNDETEXING。ZAIKUAIJIEZOUDEXIANDAISHENGHUOZHONG,ZAIXIAOFEIZHISHIXINGNEIRONGSHI,XINYIDAIXINXINRENLEIGENGXUYAODESHIJINGLIANDEGANHUO;ZAIXIAOFEIYULEXINGNEIRONGSHI,YEYAOQIUGENGXINXIANYOUQU,ZHEIDOUDUINEIRONGSHENGCHANZHETICHULEGENGGAODEYAOQIU。

                        CHULENEIRONGZHIWAI,JIYUNEIRONGDETINGZHONGHUDONGPINGTAIDEJIANSHE、YINPINNEIRONGYUTUWENNEIRONGXIANGJIEHEDENGRONGMEIYUNYINGMOSHI,TONGYANGXUYAOCHUANTONGGUANGBOSHENRUTANSUO。RUCI,TONGGUOGOUJIANYIGELIANGHAODESHENGTAI,CAINENGRANGBUTONGMEITIJIANXIANGHUDAOLIU,GENGNENGYINGHESHOUZHONGNEIRONGXIAOFEIDEXIGUAN。TINGZHONGHUDONGPINGTAIDEJIANLI,YERANGGUANGBOYUTINGZHONGDEJULIGENGJIN,TINGZHONGDUIGUANGBOFANKUIDESHENGYINYEHUICUJINYINPINNEIRONGJINYIBUXIANGHAO。

                        MIANDUIXINSHIDAIDETIAOZHANYUJIYU,CHUANTONGGUANGBOMEITIYONGYOUYOUXIUDEGUANGBOREN,ZISHENDEZHIZUOREN,ZAIYOUZHIYINPINNEIRONGSHENGCHANSHANGJUYOULIANGHAOTIAOJIAN,DANTONGSHI,YEYAOPOJIULIXIN,YINGHETINGZHONGDESHOUTINGXUQIU。ZHIYOUZHEIYANG,CAINENGZAINEIRONGWEIWANGDEXINSHIDAI,KAIJIANGKUOTU。


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