上海电台《直通990》开播一年半创下了广播非黄金时段收听率翻番的奇迹,先后荣获中华慈善奖、广电总局创优节目通报表彰等殊荣,在听众中赢得良好口碑,也受到政府部门的欢迎,得到上海市主要领导多次表扬。如何从现实社会背景、政府关注诉求、媒体变革环境、节目制作创新的实践等角度审视《直通990》的成功,进而提炼可复制传播的经验,是本文的核心要义。 Shanghai radio station “through 990” broadcast a year and a half hit a non-prime time radio audience won the miracle of doubling, has won the China Charity Award, SARS excellence program notification commendation and other awards, the audience won a good reputation, but also by the government departments Welcome, repeatedly praised by Shanghai’s major leaders. It is the key point of this article that how to examine the success of “Straight-through 990” from the realistic social background, the concern of the government, the changing environment of the media, and the practice of program creation and innovation, and then refine the experience of copy-diffusion.